When Toyota launched the Lexus brand, did they associate the Toyota brand with Lexus?

Not at all, it was part of Toyota's marketing strategy to keep Lexus seperated from Toyota. Lexus was supposed to fill in a new market segment for Toyota and Toyota feared its name would hinder the image of a luxury car brand under its name. Therefore a multimillion dollar advertisment campaign was launched and designed to create a new seperate brand from toyota although it was actually owned by Toyota.In 2005 Toyota began a new push with Lexus and re-assembled management and decided to focus on what its target customer wanted.

They learned what they needed to deliver to be successful as a luxury brand and began selling cars which the customers enjoyed. All in all a brilliant scoop which turned out marveously for Toyota, helping it become the world largest car manufacturer.

It looks like you have your Best Answer above, but as a Lexus owner myself, I'd like to add that they've done a brilliant job continuing to keep everything separate up until now as well. In my area, they have Lexus dealerships that are completely independent from Toyota and they don't even service each other's products.

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