Launched in 1990, Lexus is celebrating 35 years on the Canadian market. At the start, only the LS 400 and ES 250 sedans were available. Today, nearly the entire line‑up is hybridized, with no fewer than 12 different models to suit every taste, style and price range.
Toyota first tasted luxury with the large Cressida sedan. Although it wasn’t a massive hit, Toyota’s leadership realized it was time to enter the premium segment—they had the know‑how and, more importantly, the talent to take on the best in the auto industry. From the outset, the goal was simple: build the most refined car ever made.
Taking on the Giants
Thus was born the LS 400, a full‑size sedan aimed squarely at the Mercedes‑Benz S‑Class, Jaguar XJ, BMW 7 Series and Audi V8. When introduced in North America, it also competed with less refined but still significant models of the era—like the Lincoln Continental and Cadillac DeVille. Lexus shook up an established market.
Lexus ES 250 1990Alongside the flagship LS, Lexus introduced the compact ES 250. Unlike the LS, which had its own platform, the ES was heavily based on the Toyota Camry. As is still the case today, many future Lexus models would derive from Toyota vehicles—an approach many automakers adopt to reduce production costs. That first version of the ES was short‑lived, as it was fully renewed in 1992.
Carving Out a Place
At launch, Lexus had 22 dealerships across Canada. In 1990, from September to December, 441 LS units and 156 ES sedans were sold. By the second year, sales soared to nearly 2,700 vehicles.
Spinelli Lexus Toyota en mai 1992The RX Sensation
While Lexus was quietly building its reputation, the real breakthrough came in 1998 with the arrival of the first‑generation RX 300. Essentially a Toyota Harrier from Japan, this SUV stood out with bold styling, notably its clear‑lens headlights. Its lines still look modern today. Sales doubled as a result.
Lexus RX 300 1998Going Hybrid
After broadening the lineup to include more sedans and SUVs, Lexus—along with Toyota—shifted quickly toward hybridization. Although the Prius debuted in Japan in 1997, Lexus didn’t launch its first hybrid until 2005 with the RX 400h. Not only was it Lexus’s first hybrid, it was the first luxury vehicle with hybrid technology.
Lexus RX 400h 2006Hybrid powertrains soon spread through the lineup like wildfire. Even the flagship LS received a hybrid variant with the impressive LS 600h. In fact, it was the hybrid drivetrain that led Prince Albert of Monaco to choose the Landaulet‑converted LS for his 2011 wedding to Charlene Wittstock.
Lexus even introduced models where hybrid was the only option: the entry‑level HS 250h in 2010 and CT 200h in 2011.
Dominating the SUVs
While expanding hybrids, Lexus also ventured into traditional body‑on‑frame SUVs. Having challenged the S‑Class with the LS, they now aimed at the legendary Land Rover Range Rover. The 1996 LX 450—which was essentially a civilised Toyota Land Cruiser—led the way. The Lincoln Navigator and Cadillac Escalade followed in 1997 with a similar philosophy.
Lexus LX 450 1996Drawing from the Land Cruiser Prado, Lexus unveiled the GX 470 in 2003. Though few LX or GX models ever saw off‑road use, their success was undeniable in markets like the U.S. In Canada, their volumes remain modest, but they still bolster Lexus’s reputation for durability.
The Exotic Dream
Most automakers have their legendary halo sports car. For Lexus, this came after nearly a decade of development with the LFA coupe, launched in December 2010.
Lexus LFA 2011Its styling sparked debate but was all about aerodynamic performance. What made the LFA unforgettable was its 552‑hp, 4.8‑L V10 revving to 9,000 rpm—widely considered one of the most spectacular and sonically beautiful engines ever made.
Despite its allure, the LFA struggled to find buyers. The final new LFA sold in Australia in June 2023, a full 12 years after production ended.
Though the LFA was a financial challenge, Lexus maintained its desire for performance. After unveiling the LF‑LC concept in 2012, production versions arrived in 2018—not with a V10 but a potent V8. A hybrid variant—the LC 500h—also debuted, blending a V6 with electrification for over 350 hp.
F from Fuji
Unsurprisingly, Lexus created a performance division designated by “F”—short for Fuji, after Japan’s famous racetrack.
Lexus IS-F 2008It began in January 2007 at the Detroit Auto Show with the compact IS‑F, featuring a 5.0‑L V8 producing 416 hp and 371 lb‑ft of torque. While the specs looked great on paper, its road dynamics lagged behind German rivals from AMG, M and RS.
Since then, the F‑line‑up has been limited: IS‑F, RC‑F coupe and the short‑lived GS‑F (only two years). The GS‑F is now rare, and with 2025 ending, the RC‑F will also be gone. Details are scarce, but a successor to the LFA is reportedly in development—and it may be the catalyst for a broader resurgence of the F brand.
Going Full Electric
Though Lexus led hybrids, it was slow to embrace full electrification. A fully electric UX was sold in Europe, but North America had to wait until the RZ arrived in 2023. Unfortunately, it suffered technical issues and lacked bold EV tech.
Looking ahead to 2026, Lexus plans a revised RZ and a new generation ES sedan—available with full-electric power. These vehicles are promising, marking important first steps toward a more electrified future.
35 Years Later
Lexus now has a growing presence in Canada—40 dealerships nationwide, compared to the original 22. More locations are possible, but not part of current CEO Martin Gilbert’s strategy.
Lexus LF-ZC Concept 2023Since its introduction, more than 450,000 Lexus vehicles have been sold in Canada. Today, around 60 percent of sales involve some form of electrification.
With Toyota’s backing, Lexus has a secure future. While it may not match German brands in prestige, a Lexus remains a highly logical choice—thanks to low maintenance costs, extensive hybrid offerings, strong resale value and—above all—extraordinary reliability.
