of technical milestones in 1983 toyota decided it needed to launch a premium brand but before the 1st lexus cars could roll off the assembly line in 1990 toyota convecting years of study focus groups and strategy development. head of marketing markers berger says a team of marketing people lived in a village on the u.s. west coast for a while to get to know the lifestyle of their potential customers. they wanted to see what made things people tick and this knowledge flowed in the product development. that's not of that came the ls 400 i watch research then which was aimed at a highly competitive market a segment in which every available technology you can imagine goes into the cart. it was designed with a strong focus on comfort with plenty of onboard sync to equipment. powerful v a gasoline engine. it wasn't just a matter of watching the car under the market but also positioning the new brand. after the launch of the 0 as 400 and the smaller ears to 50 in the u.s. in 1000 even 9 b.l.s. from. branch also came to earth and new models were added like the more affordable g.s. of a. muted 1998