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BIRTH OF THE LEXUS

“We wanted to develop a luxury car superior to Europe’s best, but priced lower than Europe’s medium-class models. Some people in the company didn’t believe this was possible. But it would turn out that just setting this difficult goal would help us achieve ... so much.” - Ichiro Suzuki (Chief Engineer, LS400).

The Toyota Motor Company had come a long way since its formative years in the 1930s. The fuel crisis that rocked the world during the 1970s had established the various Japanese manufacturers as makers of high quality economy cars and, as the decade progressed, producers of some of the best selling sports cars of all time. Now, with its position at the head of the domestic market unquestioned, and with growing prominence in the States, Toyota decided to build a luxury car that would represent the pinnacle of its achievements.

The Century, built for the likes of VIPs and company Presidents, had been available in Japan since 1967, by which time the Crown had established itself as a true luxury vehicle. However, the Century was only ever sold on the home market, and the Crown, although very competent, was hardly perceived to be in the same class as equivalent-sized models from Mercedes-Benz, Jaguar, Cadillac and Lincoln.

Eiji Toyoda, Kiichiro Toyoda’s cousin, asked his staff if they could build a world beating saloon. The result was the foundation of the Lexus marque and, ultimately, a place in the Automotive Hall of Fame for Toyota’s likeable Chairman.

As will be gathered from the first chapter, Toyota had already made an impression with its sports and economy cars but, with the introduction of the Seventh Generation Crown in August 1983, Toyota could at last compete with the recognised prestige marques in the luxury sector.

Sadly, despite the much-improved styling that would have undoubtedly suited Western tastes, it was decided not to export the new Crown, leaving the Cressida to continue as the top model in the States. The medium-sized Camry was now the most expensive Toyota saloon in Europe - a market that had previously featured both the Cressida and the Crown.

By coincidence, Toyota’s decision to produce its world-beating luxury sedan was taken in a secret meeting at the same time as the new Crown made its debut. With Toyota building almost one in ten of the world’s automobiles, Eiji Toyoda, the Chairman of Toyota, was only too aware that his company was now at a crossroads. He duly brought together all of the top management, engineers, designers and marketing staff, and posed the question, “Can we create a four door luxury car to challenge the very best?”

The answer, from all those present, was an emphatic yes. Furthermore, the general consensus was that they must face the challenge if Toyota was to be held in the same high regard abroad as it was in Japan. The Lexus story had begun.

Creating a Legend

The new model was given the ‘F1’ codename - ‘F’ for flagship, and ‘1’ to signify excellence. Unusually, there was no fixed schedule to follow. Although Japan’s manufacturers - and Toyota in particular - are among the quickest of all those who build cars in terms of development time, it was felt more prudent to let F1 take its natural course until everyone was completely satisfied. Nonetheless, by the autumn of 1984, the project was already well underway.

A full team of managers and engineers were assembled under the watchful gaze of Shoji Jimbo (F1’s first Chief Engineer) to supervise the development of all aspects of the vehicle, from the engine and transmission, to aerodynamics, handling characteristics, braking and traction control systems, electronics, resistance to corrosion, and quality.

An early rendering. A smooth front end was still being considered before the stylists realised that a classic, upright front grille was needed to give the car a solid identity.

Design proposal sketches for the F1.

Another of the hundreds of design sketches for the F1. ‘Eternal beauty’ was the styling policy adopted for the F1 - Toyota wanted its new flagship model to have classical, timeless lines.

Over the years, the F1 would come to represent the work of 60 designers and 24 engineering teams encompassing no less than 1400 engineers, 2300 technicians and 220 support workers. Each team had been given the task of identifying the manufacturer who led its field of expertise, analyze why it was the best, and then beat it. There was no time limit imposed and, with the usual constraint of having to use common components taken away, the innovative Toyota engineers were in their element.

The F1 would be aimed squarely at the American luxury car market, far and away the world’s largest and most lucrative (ironically, GM had just started selling its new generation of front wheel drive Cadillacs in Japan, but the price was too high to attract many buyers). Consequently, Toyota sent a study team to the States, headed by Jimbo. Over a period of four weeks, the team attended various focus groups and interviewed dealers in San Francisco, Houston, Miami and New York in order to get a true feel for the customer’s requirements.

At the same time, in mid-1985, a separate design team made up of five people moved to Laguna Beach in California to study the lifestyles of the typical luxury car buyer first-hand, to refine their design concepts in relation to real life situations.

As Chief Designer, Kunihiro Uchida, explained: “A car looks different in different environments. We couldn’t design this car primarily for Japan and have it the way we wanted it to look in America. In addition, as a designer, you can’t determine unilaterally what constitutes elegant style - you also have to learn what your customers mean when they say ‘style’. To do this, we felt we had to go and live in America, to get to know our most important customers.”

A clay model of the F1. As the design progressed, the styling became less and less adventurous. In fact, this could just as easily be a Cressida replacement.

The F1 starting to take shape.

Aerodynamic considerations led to the underside of the vehicle having a smooth floorpan and a number of fairings to direct airflow gently away from components.

To put them in the right frame of mind, they lived in a tasteful house overlooking the Pacific, ate in the best restaurants, and hired luxury vehicles. This team, led by Uchida (who joined Toyota in 1966 and who, incidentally, was also Chief Designer on the SW20 MR2), spent the entire summer in Southern California. They also worked closely with designers at Calty Design Research Inc., Toyota’s American design studio established in 1973 at Newport Beach, on the outskirts of Los Angeles.

Eventually, after hundreds of sketches and a number of clay models had been reviewed, Uchida returned to Japan in August armed with a presentation on the typical lifestyle of American luxury car buyers, a set of drawings and three one fifth scale models. However, in reality, the design was far from finished, and Uchida’s Styling Room No.2 produced a whole series of additional clays.

Uchida was faced with the difficult task of combining a traditional look with class-leading aerodynamics. The idea was to keep the same shape for as long as possible, firstly to try to establish a strong brand image, and secondly, to help keep residual values of older cars high; the Mercedes-Benz SL is an excellent example of this theory in practice.

Naturally, for a car of this type, the designers felt that a classic upright grille was desirable. However, the engineers required a sloped front end to minimize wind resistance. Eventually, the shape of the leading edge of the grille was refined to the point where both factions were satisfied.

Another traditional airflow troublespot is the rear deck. Aerodynamics call for a high rear deck, but the designers wanted the rear wing line to blend more readily with the rest of the car. Elaborate airflow analysis resulted in a careful refinement of the rear roof pillars, the shape of the roof itself and the slope of the rear window, enabling the designers to obtain the profile they wanted.

Special attention was paid to the shapes of the front airdam, the bumpers, the lights (the headlights and foglights are flush, and the sidelights were actually spring-loaded against the headlights to ensure the gap between them remained tight), the door handles, mirrors and trim. On careful inspection, one can see a slight kick in the trailing edge of the bootlid, and even the wheels were styled with a view to aerodynamic efficiency.

Cutaway of the 1UZ-FE power unit developed specifically for the F1 project.

In addition, aerodynamisists made their own clay model, complete with components, to demonstrate their ideas to the stylists and engineers, bringing home the importance of smooth airflow underneath the body as well as over it.

As a result, the floorpan was made as flat as possible, a cover was placed between the front bumper and the engine, spats were adopted ahead of the wheels to direct wind gently away from the wide tyres, and fairings were fitted to both the exhaust system and rear suspension arms.

Ultimately, the F1 went back to the wind tunnel more than 50 times to refine the final shape. This attention to detail was finally rewarded with a Cd figure of 0.29 - better than that of the contemporary Nissan 300ZX sports car, and a substantial improvement over the Jaguar XJ40, which had a Cd of 0.37. This would have a great bearing on the vehicle’s fuel efficiency and top speed. Equally impressive was the coefficient of lift which, at just -0.06, was the equal of many sports cars, and would aid straight-line stability.

For a while at least, the idea of a stretch version wasn’t ruled out, but it was felt that a long wheelbase model would encroach on the low-volume Century’s territory and, with the expense involved in tooling up for limited production, it just didn’t make financial sense.

Mechanics of the F1

Perhaps the most important element in any car is the engine. Toyota was already making some excellent straight six power units, and V8s for the Century limousine (introduced in 1967) and, briefly during the mid-1960s, certain Crowns. However, the V8s were only ever for home market consumption.

For the F1, a straight six was rejected as it was thought it would be too difficult to make it run smoothly enough with the high cubic capacity necessary for a true luxury model. A V12 was considered, but it was felt that the advantage was negligible in the face of additional weight, size and complexity. The engineers decided that a compact V8, with a displacement of around four litres, was the way to go.

The F1’s V8 engine being put through a gruelling test session (the exhaust manifolds are glowing red with the heat build-up).

Having decided on the configuration, a set of goals had to be established. Power wasn’t a problem (Toyota’s Can-Am racing engines of the late-1960s were capable of producing 800bhp!), but brute force had to be balanced with a flat torque curve, light weight, unrivalled smoothness, excellent fuel economy, reliability, and ease of servicing if the project was to succeed.

As Yoshihiko Dohi, one of the team responsible for the development of the F1’s V8, explained: “High performance means more than just high power. To us, it also means high efficiency, smooth and flexible running, and a general quality of operation appropriate to a top-class luxury car.”

The engine used an aluminium block with cast iron cylinder liners. The crankshaft ran in five main bearings, while four camshafts (dohc for each bank) would be employed to enable the use of four valve per cylinder technology. This added expense and complexity, but it was felt necessary if the engine was to compete with the best in the world.

To reduce weight and noise, a toothed belt reinforced with fibre cord was used to drive the camshafts, as opposed to a more traditional timing chain. To reduce inertia in the valvetrain (which would help maintain smoothness at high engine speeds), lightweight aluminium alloy cam followers were specified - a world first, incidentally.

A modified pentroof-type combustion chamber was adopted, increasing combustion efficiency thanks to its centrally-located spark plug and relatively high 10.0:1 compression ratio.

A fully-computerized, electronic multiport fuel-injection system accurately delivered a uniform amount of fuel to each cylinder to meet immediate driving conditions. The ignition system was also computer-controlled, with electronic spark advance and knock control to maintain optimum spark timing.

A large air intake system allowed the V8 to breath freely, while the intake manifold featured equal length intake ports from the surge tank to the cylinders for uniform air delivery.

Aluminium alloys were used wherever possible in order to keep weight down, and the electronically-controlled cooling fan, as well as being smaller and lighter, was driven by oil pressure, thus reducing noise and engine load.

A V8 configuration is inherently well-balanced but, to further enhance the smooth running of the unit, the engineers specified hydraulic engine mounts and introduced a number of important friction-reducing measures. They reduced unbalanced masses by up to 50% below usual standards; reduced tolerances in clearances between internal parts by over one third, and reduced tolerances in the weights of moving parts by up to a half, calling for very precise manufacturing.

In all, 973 prototype engines had been built by the time the LS400 reached the market. Between them, they had clocked up literally millions of miles, either installed in various Toyota bodies or put through unthinkable torture tests on the company’s dynamometers.

The V8 was designed to give a smooth flow of power throughout the rev range and return class-leading fuel consumption figures for an engine of its size. Above all, the countless hours of testing would ensure Toyota’s record for reliability was upheld. As for refinement, there was even an engine sound test, in which all power plants were run electrically to check for any untoward noises before a unit was allowed to be fitted to a car. There was also an engine bolt torque check, and the recorded values were kept on file for several years.

Although Toyota was already recognised as one of the leading companies in transmission development, thanks to the four speed ‘ECT’ electronically-controlled automatic gearbox, for the F1 project, Yasuro Suzuki (General Manager, Drivetrain Engineering) and his team set about developing a new “intelligent” transmission, later christened ECT-i.

The result was the A342E gearbox featuring a computer that “talked” to the engine’s CPU to retard ignition timing for a split second during shifts. This reduced engine torque, lessening the load on the transmission during changes, helping them to be much smoother. In addition, the transmission’s clutches were controlled electronically to apply more or less hydraulic pressure on the clutches as necessary. Therefore, if the driver accelerated gently, the clutches engaged lightly instead of always with full force, again producing smoother shifts.

A new high efficiency ‘super-flow’ torque converter with a lock-up clutch (a Toyota innovation from 1980) was also developed, and the housing was connected directly to the sump for greater rigidity. Finally, in line with the desire to reduce maintenance costs, a new longer lasting mineral oil-based transmission fluid was introduced to extend service intervals.

There was a console-mounted switch to enable the driver to choose between ‘Power’ or ‘Normal’ programmes in the gearbox. The Power mode caused shifts to occur at higher engine speeds for sharper acceleration response, while in the Normal mode, the programme instructed the transmission to move into the overdrive fourth as soon as possible to enhance fuel efficiency.

In the battle against NVH, the engineers bestowed the same amount of time and effort on the driveline and differential. By tilting the engine back slightly, they were able to arrange the two piece propshaft in a straight line from the engine to the differential, thus eliminating potential vibration points. They then put a high precision universal joint in its centre, and flexible couplings at each end, to ensure that even the slightest deviation from this theoretical straight line was compensated for.

As part of the ‘Countermeasures to Source’ programme which, instead of addressing NVH symptoms, aimed to engineer problems out at their source, new methods were adopted during the driveshaft balancing process. Instead of straightforward testing and correction of imbalance, the production engineers devised separate testing and correction of primary and secondary imbalance, two aspects normally dealt with as a whole.

For the differential, the engineers began by increasing the number of gear teeth to reduce vibration in the gearset. Then, they reduced backlash - the slight slack between any two gears meshing with each other - by up to 30%. Allowable dimensional tolerances in the parts themselves were also cut by a third!

Having optimized the mechanical components, the engineers developed an inspection process called ‘Image Processing’ to inspect the way the gear teeth contact each other. As a special test rig rotated the differential gears, each contact between its ring and pinion gears was “shot” by a video camera. The images were then fed into a computer which compared what the camera saw to a pre-programmed image of acceptable tooth contact. Only if every tooth-to-tooth contact was within strict manufacturing limits did the differential pass inspection.

As for the suspension, Hiroki Sato, the General Manager of the Chassis Design Department, pointed out that: “From the start, our goals were to achieve high speed stability, excellent cornering, and yet a high level of riding comfort.”

The power plant, transmission and suspension adopted for the F1. By tilting the engine back slightly, Toyota’s engineers were able to keep the propshaft in a perfectly straight line.

To help achieve these objectives, the best basic suspension design, double-wishbones front and rear, was selected. The engineers chose to adopt high caster Vorlauf geometry and a small kingpin offset for a reduction in steering effort and improved stability. Hydraulic strut bar cushions were fitted at the front to reduce harshness, while pillow ball control arm bushings at the rear reduced friction and vibration. Low pressure gas filled shock absorbers were used to enhance ride comfort, while front and rear anti-roll bars were employed to minimize body lean during hard cornering.

It was also decided to offer an air suspension package for a combination of excellent stability and ride quality. Cadillac was one of the first to use the system, in the late-1950s, but it was Mercedes-Benz who perfected it on the 300SE in the early part of the next decade. For the F1, Toyota went a stage further.

The electronically-controlled air suspension, which employed reinforced rubber bladders in place of conventional steel springs and incorporated Toyota’s TEMS system, automatically, continually, and instantaneously adjusted vehicle height, spring rate and damping force by sensing the stroke of each wheel independently. Electronic sensors also monitored factors such as engine speed and throttle position, feeding this information to a CPU to reduce squat and dive.

The driver was given the facility to fine tune the air suspension with Lexus Ride Control by selecting either the ‘Normal’ or ‘Sport’ setting. While the air suspension would normally run as soft as possible, firming up as necessary, the latter setting gave a consistently taut ride by limiting the range of adjustments for the springs and shock absorbers to stiffer values.

In addition, an automatic load-levelling feature and vehicle height control switch helped to maintain the optimum vehicle ride height regardless of the number of passengers. The system also automatically lowered the car at higher speeds for improved aerodynamic efficiency and high speed stability.

Braking was via discs on all four wheels, ventilated at the front. An electronic anti-lock brake system (ABS) was standard, enabling each wheel to be instructed independently at intervals as precise as 1/5000 second for maximum stopping power under all conditions. Meanwhile, Goodyear had developed a unique 205/65 VR15 Eagle tyre for the F1, and these were mounted on 6.5J x 15 cast aluminium alloy wheels.

With the optional traction control system (TRAC), a computer linked to the ABS sensors and throttle would apply brake pressure and ensure that the engine produced only the amount of power that could be transmitted to the road without wheelspin, whatever the conditions. With TRAC, acceleration, handling control, cornering stability and overall wet weather performance were dramatically improved (a console-mounted switch was provided to allow the driver to deactivate TRAC for those occasions when traction control was considered unnecessary).

After presenting eight full size clays, the design was finally passed off in April 1987. This is a very early US-spec. pre-production car, the picture dating from December 1988.

A rear view of the same car - the lines were very elegant. Note the Lexus badges on the boot and wheel centres.

Naturally, powered steering was a must, but for the F1, Toyota’s engineers linked the amount of assistance to the vehicle’s speed. In this way, more assistance was given at parking speeds to make the steering lighter, while less assistance was given as speed increased to enhance road feel.

Although there was still a great deal of work to do, by July 1985, the first of 450 running prototypes was built, its mechanical componentry being hidden beneath a Cressida body at this stage. The speed with which this was accomplished was truly remarkable, given the enormity of the project.

Almost a year would pass before Toyota began testing outside the confines of the Higashifuji and Toyota City Proving Grounds, and the recently opened facility at Shibetsu, Hokkaido.

During May 1986, prototypes were given extended high speed runs on the German autobahns and, four months later, testing began in America. This was the start of a ten month programme in which the Toyota Technical Centres in LA and Ann Arbor in Michigan were also involved, to improve the handling, ride comfort and suspension characteristics in relation to the US roads. The development team returned to Germany, Belgium and America on many occasions to fine tune the F1 after adjustments had been made back in Toyota City.

Other evaluations included traction control and ABS testing in Sweden, Canada and Hokkaido (Japan’s northernmost island), cold weather testing, tyre assessment in conjunction with the tyre manufacturers, audio system appraisal, and long distance road testing.

By this time, Jimbo had long since been replaced by Ichiro Suzuki, allowing the former to concentrate on the rather more pressing Mark II (or Cressida) saloon. Suzuki was assigned to the F1 project in February 1986, and specialized in body engineering.

The production bodyshell of the F1, later named the Lexus LS400.

An early interior design sketch.

A Green Light for F1

Usually, Toyota’s management pass a proposal for production after only two or three presentations by the design staff. However, with so much riding on the F1 (and the fact that this was the first luxury car aimed primarily at the American market), it’s not really surprising that it took longer than normal to get their approval.

In fact, the F1 went before the Board no less than eight times over 16 months before it was finally passed off in April 1987. Full size clays had been presented on each occasion! This, at last, allowed testing to be carried out with proper F1 prototypes, the cars carrying disguise panels with taped-over nameplates and badges when out on public roads.

Meanwhile, production engineers formed a task force known as the FQ Committee (FQ standing for F1 Quality). This was made up of engineering staff from the technical, production and manufacturing departments, and was set up to ensure that the high standards the development engineers had set themselves would be maintained in the end product.

To guarantee the longevity and durability of the vehicle, an anti-ageing programme had been established quite early on. Following a study of competitors’ cars and five- to six-year old Toyotas in the US, four categories were formed to cover 96 items in the following areas: the reduction of colour change and deterioration, high quality mouldings, anti-corrosion measures, and long term NVH performance.

Interior concept design sketches for the F1.

All components were tested to destruction and subjected to accelerated ageing tests, leading to the development of a number of new materials and manufacturing processes. Most body components were produced in materials that would resist corrosion, such as stainless steel for window trims, and the exterior body panels were made of high quality Excelite II steel sheet - this was chosen for two good reasons: its anti-rust and paint retention qualities.

The body itself needed to be exceptionally rigid. As Kiyokazu Seo, one of the key figures in the Body Engineering Department, stated: “We considered the body structure as a foundation for enhancing vehicle performance. Through computer analysis and repeated inspection of the actual car, we were able to achieve a light body with high rigidity for excellent performance in every respect.”

In order to obtain a stiff but light bodyshell, computer simulations were employed, along with 12 different types of prototype body, to measure flexing, twist and stiffness, especially at the suspension pick-up points, which would enhance the car’s handling. The end result was a shell with a resistance to bending and twisting that was far and away the best among luxury cars at the time.

The welding process was totally automated, and welds were 1.5 times stronger than those of more ordinary vehicles. In addition, laser welding was adopted to enable five sheets of steel of different gauge (for different levels of corrosion protection) to be seamlessly welded together and then pressed as a single piece. The laser welding facility, the first in the industry, called for a lot of investment, but the end result was more than worthwhile. Even when one opens a door, the welded joints are impossible to see.

Another world first was the use of unique, weldable vibration damping and sound insulating sandwich panels in the double-skinned front and rear bulkheads. The thin, lightweight nylon-resin sheet was bonded between the steel panels. In order to allow spot-welding, the resin contained metallic powder filler.

The interior as it went into production. This is an American-specification car, incidentally, with optional leather trim. The Leather Trim Package was $1400 when the LS was launched, but very worthwhile.

Even at the clay model stage, engineers were thinking about keeping wind noise to a minimum. They even went to the extent of embedding a tiny microphone in the front side window area to gauge noise from different mirror shapes. Other NVH measures included the use of a two-stage vibration insulating rubber mount system for the rear suspension and differential subframe.

Tiny details were incorporated into the package, such as four layers of weatherproof stripping on each door to keep noise, dirt and moisture at bay. The engineers even studied the way a door sounds when it is closed and, by carefully designing the locks and positioning other door furniture, they were able to get the exact sound and feel they wanted. It may seem a little over-the-top but, close a Mercedes S-Class door, and the solid, quality noise one is rewarded with leaves a lasting impression, and helps justify the price.

Another example of this attention to detail was in the narrow gaps between body panels. Precise computerized measuring and welding systems ensured that the gaps between the bonnet and the wings, and the bootlid and the wings, were actually non-parallel. Why? The reason is that from the front and rear, a slightly tapered gap actually looks more parallel than an absolutely parallel one!

A special paint was developed for the F1, known as MIO (micaceous iron oxide). After the body had passed inspection and been polished ready to be painted, it would receive five top coats, or, in the case of the new dark green MIO finish, six coats. The MIO paint process gave an exceptionally deep lustre, and the crystals contained within the paint gave the appearance of subtle colour changes depending on the light. Mirrors, door handles and even the washer nozzles were all colour-keyed.

A total of nine coachwork colours were available at first, with the impact-absorbing urethane bumpers and chip-resistant lower body cladding coming in matching shades. Katsuhiko Shiro, who was in charge of the colour schemes, went that extra bit, however, to the extent of co-ordinating the tinted glass with the body and interior as well.

The interior design had almost been finalized by this stage. Ergonomics and safety were the over-riding concerns, accomplished with the aid of Toyota’s own Human Factors Laboratory. The size, shape and position of all controls and displays were determined by how often they are used. Air-conditioning and audio controls were positioned high and close to the driver for easy operation, and all controls were logically grouped so that the driver didn’t have to divert his or her attention from the road.

Tomohide Yamada, the interior’s Chief Designer, later reflected: “We wanted to create a luxurious atmosphere, but our biggest challenge was to attain the quality we wanted in our own way. For instance, we didn’t want Teutonic hardness, nor the super-plush feeling of an American luxury car. We were looking for what we thought was a better balance.

“We endeavoured to select materials with the utmost natural feel, then add the craftsman’s skill to enhance that feel. For the wood, we looked at 24 different types before settling on the California Walnut. For the leather, we spent two years deciding on the right tanning methods, grains, textures and feel.”

Seating was perhaps the most important area of development. Not only were the front seats given eight way adjustment (ten in the case of the driver’s seat) to accommodate almost anyone comfortably, attention was also paid to reducing vibration through the frame and to providing varying degrees of firmness in the cushions in order to support the body.

Separate electrically-controlled adjustments were provided for the bottom cushion, backrest and headrest, while the driver’s seat also incorporated lumbar support controls. A memory system was devised to give preset positions for two drivers at the touch of a button.

Two types of fabric were made available (a plush fabric and a wool-based cloth), although the tasteful leather trim (American cowhide), which covered the seats, door panels and armrests, would be the choice of the majority. The wood found in the Lexus interior was finished by Yamaha, a company noted for its craftsmanship.

The LS400’s exclusive instrument panel used self-illuminating cold cathode tubes as pointers, and similar ‘Optitron’ circular tubes to light the gauges’ numerals and markings. The instruments were housed behind smoked glass that looked black until the ignition was turned on, whereupon the gauges took on a 3D effect. To allow for larger dials, traditional warning lights were arranged aft of the instrument cluster and invisible when unlit; when operative, they were projected onto the smoked glass - right on top of the gauges - to better catch the driver’s attention.

In front of the dashboard was the world’s first tilt-and-telescopic steering wheel with an SRS airbag. This was also provided with a facility that tipped the wheel up and out of the way to allow for easy entrance and egress from the vehicle once the ignition key had been removed.

The stereo was the result of three years’ research, both in Japan and America, and was perfectly matched to the car’s acoustics. The standard seven speaker system was sourced from Pioneer, while a Nakamichi sound system could be specified as an option. Although the latter company is readily associated with top-of-the-range hi-fi for home use, and expensive aftermarket car audio, this was the first time that Nakamichi had worked with a manufacturer to custom-build a system - it was even slightly different for vehicles with leather or the standard fabric trim!

There were lots of innovative details. The angle of the windscreen wipers was designed to change in relation to the speed of the vehicle and the wipers themselves; that the urethane bumpers would withstand 5mph impacts was nothing spectacular, but the indicators would as well, and door mirrors were not only heated but also employed ultrasonic waves to keep them clear of moisture and rain. The list goes on.

It wasn’t all gimmicks, however. Quality was the key watchword. Although almost every production procedure ensured quality in the first place, the new saloon would be subjected to around 300 more inspections than any other Toyota. Safety was also a prime concern, and no less than 100 F1s were crashed in the name of research, leading to the development of the CIAS (Crash Impact Absorbing Structure) body.

An official from Toyota’s Corporate Technical Planning Office noted: “We developed a strong passenger cell with crushable front and rear ends, an interior with soft surfaces and few projections, and comfortable seatbelts, as well as the world’s first tilt-telescopic steering wheel with an airbag. 350 people drove 168 airbag-equipped test cars for two years to monitor the operation of the airbag system. In all, we tested the systems and components for more than 2.7 million miles.”

Testing the LS400 on Toyota’s banked test track. During cornering, the long lower arms of the rear suspension, acting in conjunction with strut rods, gave the wheels a slight toe-in, helping to optimize compliance steer and stability. Weight distribution on the LS was 54% front, 46% rear.

More testing, this time in the frozen wastes of North America.

A Glimpse into the Future

At the 1987 Frankfurt Show, Toyota displayed its FXV-II concept car. Billed as ‘A Peak into the Future of Motoring’, the one-off machine was powered by a 3.8 litre all alloy V8. The 32 valve four cam unit (there was a dohc arrangement on each bank) developed a healthy 232bhp, and did indeed give a peek into the future. Other features lurking underneath the 5090mm long body included four wheel drive, four wheel steering, a four speed ECT gearbox, and an active suspension.

A few days before the Frankfurt Show opened, on the 24th August, Toyota had announced its intention to establish a new luxury division. A statement released by the company showed that the reasoning behind the decision seemed well founded: “The luxury car market is projected to be the fastest growing segment over the next several years as the ‘baby boomers’ enter their peak earning years. We are targeting these buyers, many of whom already own Toyota models and are looking to move upscale into a luxury, exclusive model without leaving the Toyota family.”

Aiming to reach the American market in 1989, the projected US sales for calendar year 1990 was a staggering 75,000 units. The reason I say staggering is because the established European luxury car makers were struggling to attain these figures. For instance, in 1988, Mercedes had sold 83,727 cars in the States, while BMW managed only 73,359. As for Jaguar, that year they recorded only 20,727 sales.

Production of the LS400 at Toyota’s Tahara Plant.

The Lexus Marque

Perhaps rightfully, Toyota tried to distance its new luxury model from its run-of-the-mill range, and therefore established a new marque - Lexus. As a result, Saatchi & Saatchi, Toyota’s advertising agency, created a separate entity known as Saatchi & Saatchi Team One to handle Lexus advertising.

Speculation about this new marque ran wild - Honda had established its Acura brand in 1986 with a great deal of success. Early reports suggested either a stretched Camry or a redesigned Cressida, a V8 saloon costing in the region of $25,000, plus a revamped version of the Soarer. Incidentally, to put that $25,000 into perspective, a Jaguar Vanden Plas was $40,100 at the time!

Within a couple of months, this estimate was adjusted to nearer $30,000, with a launch date of late-1989 being cited. Nissan’s flagship model was also expected to be in this price bracket, and it was assumed that Honda would respond with a V8 saloon of its own (the top-of-the-range Legend was powered by a V6).

At last, on 2nd January 1988, the Lexus brand, and it’s now famous ‘L’ logo, made their public debut at the Greater Los Angeles Auto Show. Five weeks later, at the Chicago Show, in a bid to raise interest still further, a video was shown, along with a number of drawings and outline product information.

The build-up continued with Lexus displays at Atlanta and New York and, in May, the first 70 dedicated Lexus dealers were named. In addition to the new car, a whole new dealer network was established to handle the marque. When news of the Lexus broke, more than 1500 dealerships enquired about holding a Lexus franchise. The selection process was very thorough and, interestingly, non-Toyota dealers were considered on virtually equal terms if they had a proven record of first class customer care.

When the plans for dealerships were unveiled three months later, it was obvious that these would be high class establishments, and that a lot of investment was needed before one could display the Lexus badge above the doorway (a figure of $5 million was cited in one publication).

The Lexus LS400 at speed on the open US highways.

The dealer sites were designed by Calty and the Miller Zell concern. Predominantly black and gold, the two storey buildings featured a tasteful dome-like ceiling, and were equipped with everything necessary to cater for new and used car sales, servicing (with the help of up-to-the-minute diagnostic equipment) and administration. The showroom itself was large enough to display four or five vehicles in comfort, along with a reception area and three glass-panelled selling rooms. There was also an advanced video presentation system and backlit ‘media wall’ telling the Lexus story in each dealership. Toyota wanted Lexus owners to experience a complete package.

With the exchange rates running riot, speculation in the Press now pointed towards a $35,000 price tag for the top model, but mention was being made of a four litre V8, active suspension, ABS braking, traction control and a number of other advanced features. It was noted that a smaller front wheel drive V6 saloon (codenamed F3) would join the luxury line immediately, while a coupé would follow shortly after.

Then, sadly, Toyota hit what could have been a serious and somewhat embarrassing problem - Lexis, a legal information network, filed suit in New York, challenging the use of the Lexus appellation. Toyota were so sure there would be no claim on the name, they had even bought up the registration plates bearing LEXUS 1 to LEXUS 15. This would ultimately be a matter for the courts to decide, so development work continued unabated.

In August 1988, clinics were held in New York and Los Angeles, giving a selection of luxury car owners the chance to express their thoughts on the F1 whilst displayed alongside competitors from the Mercedes, Lincoln and BMW stables. Meanwhile, Roger Penske, the ex-racing driver who in more recent times has made his name in team management, travelled to Japan to lend his hand in the F1 test programme. He was obviously impressed, as he later became a Lexus dealer in the States.

The Lexus Range

In November 1988, it was announced that the F1 would be called the Lexus LS400 - ‘LS’ standing for Luxury Sedan, while the 400 designated a four litre engine. It would be joined by a smaller stablemate, the 2.5 litre ES250 (ES meaning Executive Sedan).

The Press were invited to view the new cars at an elegant function at the Ritz-Carlton Hotel in California. Road & Track noted: “So we have a Japanese car that’s to look and perform a lot like that stellar German sedan, the BMW 750iL, whose 7.5 second 0-60 mph time and 155mph top speed are pretty close to those ascribed to the LS400. What is markedly different are the prices: $35,000 for the Lexus, versus $70,000 for the BMW. Although similar in appearance to the 7-series, the LS400’s styling is distinctive, especially around the grille.”

The engine bay was laid out entirely in black and silver to make it visually appealing. The ‘plumber’s nightmare’ look found under the bonnet of some European luxury cars was avoided through the use of moulded plastic covers.

Ichiro Suzuki - Chief Engineer on the LS400 and, later, Managing Director of Toyota Auto Body.

Kunihiro Uchida - Chief Designer on the Lexus LS400 project.

In England, the front cover of Autocar & Motor announced “Japan’s Jaguar Beaters!” - the Lexus LS400 and Infiniti Q45. It said: “This week the two cars are announced that the luxury car makers fear most: Toyota’s Lexus and Nissan’s Infiniti. More than just new models, they represent whole new divisions, with upmarket prices and images, that aim to infiltrate for the first time the ranks of the most elite luxury saloons. They are aiming to do it first in the US, where European cars are currently at their most vulnerable, and where Honda, with its Acura division, has already laid the groundwork.”

Shortly after this, on Friday 28th December, disaster struck. The New York lower appellate court ruled that Toyota did not have the right to the Lexus name. Fortunately, in the first week of January, it was granted a temporary stay and allowed to proceed until further notice.

It was a nail-biting situation as, on the 7th January, the LS400 and ES250 were due to make their official debut at the 1989 Detroit Show. At the same time, a similar debut was to take place at the Los Angeles event.

These were buoyant times for the Japanese motor industry, with one landmark vehicle following another, and the economy running at an all-time high. Toyota Motor Sales in America announced it was aiming to increase sales by 50% by 1992 (which would mean over 1.5 million units per year), by increasing the dealer network from 1100 to 1300. Confirming the aggressive stance in the States, it was suggested that the Lexus luxury channel would add another 250 dealerships by this time.

The competition, however, at least on the face of it, showed little more than indifference. Carl Flescher of BMW said: “We Europeans are not going to pack our bags and move away.” As for the American manufacturers, Roger Smith, the Chairman of General Motors stated: “It’s the customer that benefits from the increased competition, so I say to Lexus - or whatever its name is - come on aboard.”

There was also a blasé attitude in certain areas of the public, too. In the summer 1989 issue of Jaguar Quarterly (now Jaguar World), Paul Skilleter noted: “The results of a survey in the United States showed that only 9% of the 790 people questioned could name a Japanese luxury car, and only 36% of those said they would buy one; this does not appear to augur well for the Toyota Lexus and Nissan Infiniti which are soon to be launched in the US.”

Dave Illingworth was appointed the first Lexus Group Vice-President and General Manager in January 1989, but there was still an air of uncertainty regarding the Lexus name. Fortunately, for Toyota at least, the lawsuit with Lexis was resolved in favour of the Japanese company on the 8th March, so all of the hard work behind promoting the Lexus brand hadn’t gone to waste.

It is interesting to note that, according to the North Central Name Society, if Toyota hadn’t been able to use the Lexus name, it had put forward four alternatives, namely Lucidia, Luxul, Luxel and Lexia. Thankfully, the Lexus name was approved by the courts as, in the author’s opinion, although Lexia isn’t too bad, the others are pretty dreadful, to say the least.

The first production LS400 rolled off the line at Toyota’s Tahara plant in May 1989. The Tahara factory had become operational some ten years earlier and, although the Soarer, Supra, Celica and Carina continued to be built there, it now featured a dedicated Lexus assembly facility.

To ensure quality, Toyota had invested heavily in robotics and other automated production machinery, a new foundry to enable the recently developed vacuum casting of the engine’s block and heads to be carried out in-house, computerized inspection equipment, and even a new test track where specially trained drivers gave the LS a final check before it was shipped to the dealer.

A moody publicity shot of the LS400 from the time of its announcement.

The LS400 in Detail

The four litre, four cam 32 valve V8 employed in the LS400 (type 1UZ-FE) represented the pinnacle of Toyota’s many years of engine building history. As Shiro Sasaki, then Executive Vice-President, stated in 1989: “Two of Toyota’s greatest engineering strengths are engines with four valves per cylinder, and the ability to produce engines to high standards of precision. The Lexus V8 employs both of these strengths to the greatest degree of any power unit we have ever built.”

With a bore and stroke of 87.5 x 82.5mm, the capacity was 3969cc. It produced a healthy 250bhp at 5600rpm and 260lbft of torque at 4400rpm, both well below the unit’s rev limit of 6500rpm. Almost 90% of the engine’s maximum torque fell between 2000 and 5400rpm, which was perfect for the automatic transmission.

The dual exhaust system, with stainless steel tailpipes, was a compromise of weight versus refinement but, with a car of this nature, and considering all the trouble the engineers went to to reduce noise, it would have been unforgivable to equip the LS with anything less.

Convenience items, such as automatic air-conditioning, cruise control, power seat adjustment, electric windows, electrically-adjustable and heated mirrors, central locking, an AM/FM stereo radio/cassette, and tilt/telescopic steering wheel, were all standard. Also included were an emergency tool kit (complete with torch and handtowel) and a first aid kit.

It’s all too easy to overlook the ES250, but it was an important part of the Lexus story. The idea of badge engineering was nothing new to the Japanese - Seiko had successfully elevated its Credor watches several ranks above its standard range, using the different name to distance the products.

The audio system naturally boasted a number of anti-theft features, but there was also a new type of key with inner grooves (rather than a traditional key that can be easily reproduced), a lock that was designed to be particularly difficult to pick, and an effective alarm system.

Options for the 1990 LS400 included a leather trim package, the Lexus Memory System (which allowed two people the facility to automatically reset the driver’s seat, headrest, outside mirrors, steering wheel and seatbelt height back to their desired position), heated front seats, a sunroof, upgraded Lexus/Nakamichi audio system, a six CD autochanger, electronic air suspension, the traction control system (TRAC), and remote entry. There was also a $4400 Luxury Features Group Package which included the remote entry, leather trim, sunroof, Lexus/Nakamichi stereo and a CD player.

For those living in colder climates, Goodyear Invicta GA all-season tyres could be specified. There were also a number of smaller accessories listed, such as a cellular phone, wheel locks, car cover, retractable sunshade, floor mats and a boot mat.

The overall length of the LS400 was listed at 4995mm, while the width and height were 1820 and 1405mm, respectively. The wheelbase was 2815mm, and the track was 1565mm at both the front and rear.

Performance, for a big saloon with a kerb weight of 3759lb (1708kg), was very impressive. The traditional 0-60mph yardstick was covered in just 7.9 seconds, while the standing quarter could be accomplished in 15.9 seconds. Prototypes had been clocked at 150mph during testing, a speed which a few years ago would have qualified the LS400 for entry in the supercar league.

Equally praiseworthy, especially in these eco-friendly days, the LS managed to achieve this level of performance with efficiency. Indeed, its fuel consumption figures were good enough for the car to avoid the hefty Federal Gas Guzzler Tax, which could add as much as $3850 to the price of a luxury automobile.

The ES250

Although when one thinks of Lexus one inevitably thinks of the LS400, it should be remembered that there was also a smaller saloon in the original line-up - the ES250. Unlike the LS, which was designed from a clean sheet of paper, the ES was basically a Toyota Vista or Camry with a new badge.

The Vista was first introduced in 1980 as either a four door saloon or a five door hatchback development of the Celica. The Camry, based on the Corona, was announced at the same time. A new front wheel drive Vista/Camry series came in late-1982, and this was later given revised bodywork (designed by Calty) for the 1987 season - in fact, it now resembled a scaled down Cressida. Interestingly, a number of Camry saloons were built in the States, at Toyota’s factory in Kentucky. By 1988, it could also be bought with a V6 engine or four wheel drive.

In Lexus ES250 form, a 2.5 litre four cam 24 valve V6 was employed, driving the front wheels through a five speed manual or optional electronically-controlled four speed automatic gearbox with ‘Normal’ and ‘Power’ modes.

With a bore and stroke of 87.5 x 69.5mm, and a compression ratio of 9.0:1, the fuel-injected power plant delivered 156bhp at 5600rpm and 160lbft of torque at 4400rpm. It was basically a bored-out version of the two litre V6 found in the home market Camry. Like the LS, it employed hydraulic engine mounts to reduce NVH levels.

Cutaway drawing of the 2508cc 2VZ-FE engine that powered the ES250.

Interior of the ES250, seen here with the optional leather trim.

Rear three quarter view of the Camry-based ES250.

The independent suspension was via MacPherson struts all round, combined with lower lateral arms and trailing arms at the rear. The rear suspension was mounted on a separate subframe to reduce the transmission of road noise. Anti-roll bars were employed at both the front and rear to improve handling, while disc brakes were fitted on all four corners (ventilated at the front), complete with ABS as standard.

As for dimensions: the overall length was 4650mm, the width 1695mm, and the height 1360mm. The wheelbase was 2600mm, while the track was 1475mm at the front, 1445mm at the rear. The ES250 weighed in at 3163lb (1438kg), or 3219lb (1463kg) in automatic guise.

Equipment levels were comprehensive, with speed-sensitive power-assisted rack-and-pinion steering, air-conditioning, 15 inch alloy wheels (fitted with specially developed Goodyear 195/60 VR-rated tyres), cruise control, electric windows, central locking, a stereo radio/cassette with six speakers, driver’s-side airbag and Bird’s-Eye Maple trim all coming as standard. Major options included a full leather trim package (quite reasonable at $950), an electrically-adjustable driver’s seat, an electric sunroof, CD player and all-season tyres.

In line with the Lexus philosophy, the ES250 was built to last. High quality Excelite II steel was specified for all exterior body panels, while urethane bumper covers and body-side cladding were used to resist stone chips. The coachwork could be finished in any of the LS400 colours, including the dark green Black Jade Pearl micaceous iron oxide (MIO) paint, which “attains a remarkable depth and a fascinating interplay with light as the car moves.”

Performance, especially for a 2.5 litre car with a Cd of 0.35, was quite respectable. With the manual transmission (3.93:1 final drive), 0-60mph came up in 9.2 seconds before breaking through the quarter mile marker 7.8 seconds later. Top speed was quoted as being 130mph.

The original US Press Release stated: “The distinctively-styled ES250 is designed for the luxury buyer who enjoys the comfort of a roomy sedan and the handling of a sporty touring car. The ES250 delivers on both counts with an intelligent blend of sophistication, comfort and performance packaged in a five passenger, four door hardtop executive sedan.”

Studio shot of the baby Lexus.

The First Sales in the States

Visitors to the 1989 Frankfurt and Tokyo Shows were treated to a view of the 4500GT concept car. Styling clues for the Fourth Generation Supra could be found in the steel body, but it was the advanced features underneath the shell that pointed towards the future. Powered by a bored-out version of the V8 engine used in the LS400, the 4.5 litre 2+2 was said to be capable of over 180mph. A six speed rear transaxle was used to aid performance and give perfect weight distribution, while other notable features included four wheel steering and an advanced suspension set-up that employed variable damping via the TEMS system. The future certainly looked very exciting.

However, in the States, interest was focused more on the present. On the 1st September, Lexus dealers opened their doors for business. The entry-level ES250 was listed at $21,050 (or $21,800 with automatic transmission), while the base price of the luxury LS400 was $35,000.

In the first month, no less than 2919 LS400s found new homes (amazingly, over 200 more had been sold in the first week than the total number of Jaguar XJ6s sold in August that year), along with 1216 of the smaller ES250s. By the end of 1989, sales totalled 16,302 units, the LS400 accounting for 70% of that figure.

Early owners of the LS400 were each given a copy of a book describing the history of Lexus. The European version was in English, French and German, while the larger, and English only, American version allowed more to be written. Eiji Toyoda, Toyota’s Chairman, and Dr. Shoichiro Toyoda, the company’s President, issued a joint foreword in the commemorative book that seemed to sum up the pride felt within Toyota: “In our language we have a saying for the occasion when a daughter is given away in marriage: ‘Here’s our cherished child - please take good care of her.’ That’s just how we feel about the Lexus LS400. This beautiful motor car is, indeed, our cherished child.”

Early American advertising for the Lexus LS400. Saatchi & Saatchi did an excellent job of establishing a brand image, although one has to say in view of the worldwide booming economy, the launch timing was perfect.