In the 80s of the last century, world-famous manufacturers of budget and middle-class cars, one after another, began to open their premium divisions. This act aimed to create competition for manufacturers of elite supercars and lure some of their customers to themselves. Toyota, Honda, and Nissan, which founded the famous brands Lexus, Acura, and Infiniti, achieved tremendous success in this matter. It is about them that we will discuss in our article.
Lexus (Toyota)
Among the many premium divisions of famous automakers, the most popular is Lexus. Toyota Motor owns it, and its head office is in Nagoya (Japan). The idea of creating the Lexus brand appeared in 1983 (6 years before it was officially established). Then, the owner of Toyota declared his desire to create a car that would become the best in the history of mankind. Work began immediately, in which the company's best engineers and designers were involved. Large-scale marketing research was also conducted to understand the target audience's preferences. They were supposed to be representatives of the upper class who could pay much money for a new car. At the same time, experts generated several hundred options for the new brand's name, among which they chose Lexus. There are many theories about what this word means. However, according to the company's executives, the name has no meaning; it only emphasizes the elite status of the brand's cars.
The first model of Toyota's premium division was the LS 400. It stood out for its non-standard design and increased level of comfort. This car had an 8-cylinder engine created for the LS 400 and other unique design elements. Thanks to the high quality of the new car and a well-executed advertising campaign, already in 1990, the LS 400 was able to enter the top 10 of most ratings of the best cars in the world. The most significant number of Lexus sales were in the United States. In this regard, the company presented all subsequent new products at various events held in America. In 1996, Lexus released its first SUV, the LX 450, and the famous RX 300 crossover two years later. The company spent the next two decades popularizing its brand in Europe and Asia. The results met all expectations, and Lexus cars began to be sold in 90 countries. Also, most models appeared at the auction Lexus, where used and damaged vehicles are sold.
The company has received many awards during its existence, and its cars have become one of the most popular in the premium price segment. Today, Toyota's younger brother continues to develop actively. The company primarily trains specialists who design and sell Lexus cars. This lays a sure foundation for the future and guarantees the further prosperity of the brand. Many experts expect that the popularity of Lexus in different countries will continue to grow for a very long time. In this regard, there is no doubt that in the coming years, we will see new, unique models that will change our understanding of premium cars.
Acura (Honda)
The first of the premium divisions of famous automakers was Acura. It belongs to the Japanese manufacturer Honda and specializes in producing excellent cars. Its headquarters are in Tokyo, Minato (Japan) and Torrance (California, USA). The history of the Acura brand began in 1986. However, two years earlier, Honda management had the idea of creating an elite car to fill the last niche (premium price segment) without company models. After this, a team of specialists was assembled, capable of creating something unique and innovative. In 1986, Acura had already presented its first models. They were the Legend sedan and the Integra sports car. They made a good impression on the specialists and received much positive feedback. Thanks to this, more than 50 thousand cars were sold in the first year of sales. The following year the Legend coupe appeared. He became even more in demand and eventually received several status awards.
Acura released the first truly unique supercar in 1989. It was the NS-X sports car, which began to be sold only in 1990. Its uniqueness lies in the vehicle being equipped with an aluminum chassis and body, which at that time were not used to create production vehicles. NS-X also incorporates many other innovative developments. The first Acura crossover appeared in 1995. It was called the SLX and was sold primarily in the USA. At the beginning of the new century, the MDX appeared, which was entirely created in America. This car was distinguished by all-wheel drive, separate climate control and an additional row of seats. Starting in 2012, Acura began producing hybrid models.
Nowadays, Acura cars are popular all over the world. They are successfully sold in dozens of countries and compete equally with other premium models. The company's plans for the future can be called grandiose. In the coming years, it is expected that various innovative solutions will be introduced that will make the brand’s cars even more recognizable and in demand.
Infiniti (Nissan)
The famous Japanese automaker Nissan Motor founded its premium division Infiniti in 1989. It became one of the most successful and profitable in the entire history of the automotive industry. This became possible thanks to competent management and a responsible approach to each stage of vehicle production. Although the Infiniti project was officially launched in 1989, it appeared four years earlier. Then, Nissan management desired to produce their premium supercars under a new brand. To implement this idea, many specialists worked behind closed doors and strictly observed secrecy. Their developments were tested on completed racing tracks, adding mystery to the brand and increasing public interest. The name Infiniti itself was not chosen by chance. There is a clear connection with the word Infinity, which everyone associates with moving forward, new opportunities and innovation.
Since the beginning of its history, Infiniti has created cars based on various Nissan models. This trend continues today and is gradually becoming the hallmark of the brand. The first Infiniti models were the Q45 and M30. They were successfully sold in the dealer networks of their older brother and received a lot of good customer feedback. In the mid-90s, several attractive models appeared at once. The J30 was a 4-door sedan that became one of the cheapest luxury cars. This feature made Infiniti cars accessible to many buyers, increasing the brand's popularity. Immediately after it, models of the Infiniti I series (I30, I35) were released. In the first years of the new century, the company actively promoted its products on the European market. For this purpose, several new models were created and presented at high-status European events (for example, at the Geneva Motor Show). In 2013, Infiniti introduced the Q30. This concept car became one of the discoveries of the Frankfurt Motor Show and enabled the company to change its strategy to expand its model range.
These days, Infiniti continues to conquer new markets. The company's cars are most successful in Europe and North America. The brand is also actively promoted in the Middle East. Shortly, new unique models are expected to appear, replacing the cars already familiar to everyone.
Well-known automakers having their premium divisions is not something unique. Toyota, Honda, Nissan, Ford, Hyundai, Fiat and other legendary brands produce luxury cars today. They all increase competition in the premium price segment and allow the automotive industry to develop much faster than before their appearance. Undoubtedly, other well-known manufacturers will begin producing luxury vehicles shortly. This will further increase competition and make premium cars more affordable.
