Experience Amazing


When Lexus launched its first production vehicles in 1989, it made a commitment to pursue perfection – hence the original Lexus tagline: “The Pursuit of Perfection”. Within a short period of time, highly acclaimed cars and exceptional customer service became global hallmarks of the Lexus brand.

While the obsession with perfection has not waned, the Lexus brand has advanced into something much bigger than just a motoring marque. Lexus has become a way of life. This is evident in the way that the brand has been sharing its passion for craftsmanship by partnering with world-renowned artists, supporting up-and-coming designers, and working to create amazing from film to fashion. It seems to make sense that the Lexus tagline will change from “The Pursuit of Perfection” to “Experience Amazing”.

“The reason for the global tagline is because it delivers a strong, unified message and signals the brand’s new shift towards a “lifestyle” direction. The two key words are EXPERIENCE – which relates to the design and engineering ingenuity of Lexus vehicles – and AMAZING, which relates to the impressions we would like our customers to feel behind the wheel,” says Glenn Crompton, Vice-President of Marketing at Lexus South Africa.

As a manufacturer, Lexus has moved beyond its reputation for high quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance.

While we hope that you will enjoy to “Experience Amazing”, Lexus also assures you that it will continue to pursue perfection in its evolving journey.