Why Did Lexus Change Its Name from Lingzhi?
2 Answers
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.
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.
