Understanding the Lexus brand

You have perhaps heard or seen a Lexus car but never given a thought to what it represents.
Some of you have interchangeably referred to Harrier to mean Lexus, a mid-sized luxury crossover SUV that has been sold since 1998.
Lexus is the luxury car division of Toyota and has earned a well-deserved reputation for turning out utterly refined luxury cars.
The characteristics of Lexus are well-crafted interiors, plush ride and excellent performance from powerful and nearly silent engines.
Launched by Toyota in 1989, the Lexus line represented the company’s effort to create a world-class luxury-car brand to compete with German automobiles, specifically in the US market.
It’s not every day that you come across a Lexus in Uganda. But every once in a while one pops up and indeed it’s always special.
Unfortunately though, the Lexus marquee might not command as much respect among Ugandan drivers simply because they are a Toyota product.
Most cars in Uganda are either second or third hand imported from Japan. Most of these are made for the Japanese domestic market but find their way into Africa.
Before July 2005, the Lexus brand did not have a market presence in Japan; however the same cars were simply rebadged as Toyota.
For instance, Toyota Harrier and Lexus RX300 is actually the same car. That is why some Ugandans confuse the two cars.
Actually, there is nothing like Lexus RX 300 or Toyota Harrier. They are all the same car.
Previously, Lexus LS was called the Toyota Celsior while Lexus ES 300 was called Toyota Windom and Lexus GS300 called the Toyota Aristo and Lexus IS200 called Toyota Altezza.
The Lexus SC 430 was called Toyota Soarer while the Lexus GX and LX were called the Land Cruiser Prado and Land Cruiser Cygnus.
Lexus has outted some particular brands such as IS, GS and LS all targeting to compete with luxury brands from BMW 3, 5 and 7 series, respectively and other equivalent models from Audi and Mercedes-Benz.
The same goes for Honda with the Acura brand and Nissan with Infiniti. So if you are pushing one of these Toyotas, you ought to know that your car has Lexus bloodlines.
The difference between Lexus and the equivalent Toyota is mildly cosmetic and the Lexus more often than not has more options including leather seats, sunroof and better audio systems, among others.
Many Harriers are imported into Uganda from Japan badged as Lexus where Toyota emblems are replaced with ones of Lexus.
Naturally, Lexus has a significant price premium over other Toyota version but some people have been duped into buying Toyota Harriers at a price range of Lexus.