Editing Lexus (section)

==== Launch ====
The F1 project was completed in 1989, involving 60 designers, 24 engineering teams, 1,400 engineers, 2,300 technicians, 220 support workers, approximately 450 prototypes and more than $1 billion in costs.<ref>{{Harvnb|Dawson|2004|p=24}}</ref> The resulting car, the Lexus LS 400, had a design that shared no major elements with previous Toyota vehicles, with a new 4.0 L [[V8 engine|V8]] [[Four-stroke cycle|gasoline engine]] and [[rear-wheel drive]].<ref>{{Harvnb|Dawson|2004|pp=xxi, 69}}</ref><ref name=m31>{{Harvnb|Mahler|2004|p=31}}</ref> The car debuted in January 1989 at the [[North American International Auto Show#1989|North American International Auto Show]] in Detroit<ref name=d72/> and official sales of the vehicle began the following September at a network of 81 new Lexus dealerships in the U.S.<ref>{{Harvnb|May|2006|p=47}}</ref> The LS 400 was sold along with the smaller [[Lexus ES|ES 250]], a [[Rebadging|rebadged]] version of the Japanese market [[Toyota Camry#V20|Toyota Camry Prominent/Toyota Vista]].<ref name=ed/> The launch of Lexus was accompanied by a multimillion-dollar advertising campaign.<ref name=d118>{{Harvnb|Dawson|2004|pp=117–18}}</ref>

[[File:Lexus SC 400 1991.jpg|thumb|left|1991 [[Lexus SC (Z30)|SC 400]] was the third Lexus model and first coupe.|alt=Front quarter view of a coupe.]]

The LS 400 was praised for its quietness, well-appointed and [[ergonomic]] interior, engine performance, build [[Quality (business)|quality]], [[aerodynamics]], [[Fuel economy in automobiles|fuel economy]] and value.<ref name=ed/><ref name=d68>{{Harvnb|Dawson|2004|pp=68–76}}</ref> However, it was criticized by some automobile columnists for derivative styling and a [[suspension (vehicle)|suspension]] regarded as too compromising of handling for ride comfort.<ref name=ed/><ref name=autogenerated2>{{Harvnb|Dawson|2004|pp=72–6}}</ref> In some markets it was priced against mid-size, six-cylinder [[Mercedes-Benz]] and [[BMW]] models.<ref name=com>{{cite web|url=http://www.edmunds.com/insideline/do/Features/articleId=115368 |title=Lexus LS 400, LS 430 and LS 460 Generations: Setting the Standard in the Most Comfortable Way Possible |access-date=8 July 2010 |publisher=Edmunds.com |date=13 March 2003 |archive-url=https://web.archive.org/web/20080705230718/http://www.edmunds.com/insideline/do/Features/articleId%3D115368 |archive-date=5 July 2008 |url-status=dead}}</ref> It was rated by ''[[Car and Driver]]'' magazine as better than the higher-priced Mercedes-Benz [[Mercedes-Benz W126|420 SEL]] and BMW [[BMW E32|735i]] in terms of ride, handling and performance.<ref name=zen>{{cite web|url=http://www.time.com/time/magazine/article/0,9171,971153-1,00.html|title=New Kid on The Dock|date=17 September 1990|access-date=29 April 2007|last=Gwynne|first=S.C.|work=Time Magazine|archive-date=13 October 2007|archive-url=https://web.archive.org/web/20071013114639/http://www.time.com/time/magazine/article/0,9171,971153-1,00.html|url-status=dead}}</ref> The LS 400 also won [[Lexus LS awards list|motoring awards]] from automotive publications including ''[[Automobile Magazine]]'' and ''[[Wheels Magazine]]''.<ref>Davis, David E. 1990 All-Stars, ''Automobile Magazine.'' (1990-01).</ref><ref>{{cite web|url=http://www.wheelsmag.com.au/wheels/site/articleIDs/C40CA2CB6C8577F1CA257285001E7302?open&template=domWheels|archive-url=https://web.archive.org/web/20070927115318/http://www.wheelsmag.com.au/wheels/site/articleIDs/C40CA2CB6C8577F1CA257285001E7302?open&template=domWheels|url-status=dead|archive-date=27 September 2007|title=Wheels' COTY the real McCoy|last=Gable|first=Chris|work=Wheels Magazine|date=4 December 2006|access-date=15 May 2007}}</ref> Lexus quickly established customer loyalty and its debut was generally regarded as a shock to existing luxury marques. BMW's and Mercedes-Benz's U.S. sales figures dropped 29 percent and 19 percent, respectively, with BMW executives accusing Lexus of [[Dumping (pricing policy)|dumping]] in that market, while 35 percent of Lexus buyers traded in a Lincoln or Cadillac.<ref name=zen/>

In December 1989, Lexus initiated a voluntary recall of all 8,000 LS 400s based upon two customer complaints over defective [[wiring]] and an overheated [[brake light]].<ref name=zen/> A 20-day operation to replace the parts on affected vehicles included technicians to pick up, repair and return cars to customers free of charge, and also flying personnel and renting garage space for owners in remote locations.<ref name=zen/> This response was covered in media publications and helped establish the marque's early reputation for [[customer service]].<ref>{{cite web |url=https://www.autonews.com/article/20060327/SUB/60322012/how-a-recall-earned-lexus-a-top-reputation |title=How a recall earned Lexus a top reputation |first1=Chris |last1=Denove |first2=James |last2=Power |work=Automotive News |location=US |date=27 March 2006 |access-date=19 February 2009 |archive-date=27 May 2021 |archive-url=https://web.archive.org/web/20210527001953/https://www.autonews.com/article/20060327/SUB/60322012/how-a-recall-earned-lexus-a-top-reputation |url-status=live }}</ref><ref>{{Harvnb|Long|2001|pp=38–39}}</ref>

By the end of 1989, a total of 16,392 LS 400 and ES 250 sedans were sold in the four months following the U.S. launch.<ref>{{Harvnb|Long|2001|p=36}}</ref> Although sales had begun at a slower pace than expected, the final tally matched the division's target of 16,000 units for that year.<ref name=dw125>{{Harvnb|Dawson|2004|pp=125, 141}}</ref> Following initial models, plans called for the addition of a sports coupe along with a redesigned ES sedan.<ref name=dw141/>