Why Did Lexus Change Its Name from Lingzhi?

[DiAlexis]

After entering the Chinese market, Lexus changed its name from Lingzhi for marketing and promotional purposes. Lexus is a high-end luxury brand under Toyota, originally targeting the North American market before expanding to domestic sales. Here is some extended information about Lexus: 1. Lexus offers a range of luxury sedans and SUVs. Its sedan lineup includes models like the ES, IS, and LS, while its SUVs include the LX, UX, and GX. The LS is Lexus's most luxurious sedan, a full-size luxury car that competes with models like the Mercedes S-Class, BMW 7 Series, and Audi A8. 2. The LS is equipped with a 3.5-liter naturally aspirated V6 engine, producing 316 horsepower and 380 Nm of torque. This engine reaches its maximum power at 6,600 rpm and peak torque at 4,800 rpm. It features VVT-i and VVT-iw technologies and uses an aluminum alloy cylinder head and block. The engine is paired with a 10-speed automatic transmission. The LS features a multi-link independent suspension at both the front and rear.

[VonAdriana]

This story starts with brand strategy. I remember back in 2004 when Toyota Group suddenly announced the name change, it really confused many longtime car enthusiasts. The main reason was that the 'Lingzhi' trademark had been pre-registered by others, so Toyota couldn't obtain the rights to use this Chinese name. More importantly, Toyota wanted to achieve global naming unification - you see, overseas markets all use the phonetic translation 'Lexus', so adopting 'Leikesasi' (Lexus) maintained consistent global pronunciation. Another easily overlooked point was the positioning upgrade - Toyota wanted Lexus to shed its association with domestic vehicles and use a completely new phonetic name to establish a pure imported luxury car image. Thinking back now, it was quite successful - sales nearly doubled after the rebranding, proving consumers ultimately accepted this brand strategy transformation.

[OEverly]

The renaming back then sparked quite a controversy. As an original owner, I believe the core issue lies in trademark squatting - a domestic company had preemptively registered the 'Lingzhi' trademark, and Toyota lost the legal battle. But looking deeper, it was about global strategic positioning, with Toyota aiming to elevate Lexus to compete internationally with Mercedes-Benz and BMW. Although 'Leikesasi' (Lexus in Chinese) is a mouthful, it closely matches the English pronunciation and maintains global advertising consistency. Here's a little-known detail: Toyota had already registered 'Leikesasi' with China's Trademark Office in 2003, deliberately choosing the character 'Lei' (meaning 'thunderous might') and 'Sa' (evoking 'Saxon nobility') to convey premium sophistication.

[IsabelleFitz]

It's essentially a brand strategy adjustment. I found out that Toyota started preparing for the name change as early as 2003, not just because of trademark issues. China had only joined the WTO three years prior, and the luxury car market was experiencing explosive growth. Toyota felt that the name 'Lexus' sounded too localized. Look at BMW and Mercedes-Benz—they both use transliterated names. By changing to 'Lexus,' it appears more international. The actual results have been positive; nowadays, young people associate Lexus with a premium brand, whereas if it were still called 'Lingzhi,' it might seem like an ordinary brand. The naming thing is quite interesting—those who complained back then have all come to accept it now.