Toyota 2014 Annual Report Download - page 5

ANNUAL REPORT 2014
President’s MessagePresident’s Message
Overview of
Four Business Units
Overview of
Four Business Units
Special FeatureSpecial Feature
Review of OperationsReview of Operations
Consolidated Performance
Highlights
Consolidated Performance
Highlights
Management and
Corporate Information
Management and
Corporate Information
Investor InformationInvestor Information
Financial SectionFinancial Section
Page 5
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Lexus RC
Our aim is for Lexus—a Japanese original—to
become a truly global luxury brand. Worldwide,
we are pushing forward to offer value that is
different from other luxury brands. The Lexus
International business unit is under the direct
supervision of the president and acts as the
global head office for Lexus brand develop-
ment, sales, marketing and advertising.
Successful overhauls lead from a decline to
record sales
In 2013, 523,000 Lexus vehicles were sold,
exceeding the 518,000 vehicles sold in 2007 just
prior to the start of the global financial crisis. This
increase was largely attributable to the successes
of the redesigned GS launched in 2012 and the
redesigned IS launched in 2013. In 2014, Lexus
plans to continue introducing new vehicles and is
predicting yet another year-on-year sales
increase.
Looking to deliver an exhilarating driving experi-
ence that exceeds expectations, Lexus is focusing
on enhancing the product lineup in the current fiscal
year. For example, we are striking out with innovative
designs, including a distinctive spindle grille that will
make Lexus cars instantly identifiable. We will also
work to differentiate the Lexus brand by taking the
lead in adopting environmental and advanced tech-
nologies centered on hybrid vehicles.
In July 2014, Lexus introduced the NX
compact crossover SUV in Japan as the spring-
board for its launch in other parts of the globe.
Powered by a newly developed 2.0-liter turbo
engine—a first for Lexus—the NX 200t offers both
excellent driving and environmental performance,
while the NX 300h features a 2.5-liter hybrid
system for best-in-class environmental
performance. These additions have rounded out
our lineup of SUVs that are well suited for urban
use in an era of environmental awareness.
Slated for release in late 2014, the new RC
sports coupe is an expression of the pure exhila-
ration felt while driving a Lexus. In addition, the
RC F version will act as the core model of Lexus’
F series of sports cars, which embody the relent-
less pursuit of exhilaration.
Lexus branding activities
Beyond improvements to the vehicle lineup,
Lexus is aiming to link the brand with a new
luxury concept through a variety of lifestyle-
focused branding activities.
With the aim of enhancing the Lexus brand image
while reaching out to a broader range of customers,
we have launched a coordinated series of TV
commercials worldwide featuring our new global
brand campaign slogan “Amazing in Motion.”
We are taking these branding activities one
step further through the Lexus Design Awards
and Lexus Short Films contests that encourage
young, talented creators; the Lexus Amazing
Experience test drive event held at Fuji Speedway,
which provides opportunities to experience the
thrill of driving, and the establishment of the
Intersect by Lexus event and lifestyle space.
Furthermore, this year Lexus has signed
professional golfer Hideki Matsuyama as Lexus
brand ambassador to emphasize the Japanese
origins of Lexus as it takes on the best from
around the world. Lexus will also participate more
actively in motorsports with race cars based on
the RC F in a bid to enhance the exhilarating
image of Lexus.
Lexus: Becoming a Truly Global Luxury Brand
Lexus NX
Overview of Four Business Units: Lexus International Toyota No. 1 Toyota No. 2 Unit Center
“Strobe,” the third installment of the global Amazing in Motion advertising
campaign, featured a storyline in which a single person cloaked in light ran
and flew freely through the city night.