In 1983 Toyota Chairman, Eiji Toyoda, decided to make and market a car that was the best in the world. Toyoda had his engineers go to work to conceptualize and create this vehicle. Eiji called this vehicle the F1 project. During the 80’s (early and mid) Honda and Nissan both introduced Luxury Vehicle lines similar to Toyoda’s idea. Eiji took the market research one step further and sent his team overseas to study the habits of the consumer as well as test the heck out of the cars that would later become apart of the Lexus brand. Eiji also realized that he would need to make Lexus as its own brand with its own stores in order to market the new vehicle…….don’t take my word for it. Read about the History of Lexus. Click the link.