雷克萨斯 Lexus品牌怎么样 申请店铺

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1983年8月，日本工业巨子丰田汽车会长丰田英二先生召开了一次高层机密会议，与会的都是日本汽车工业界第一流的精英。丰田英二先生提出了一个震撼性的问题：“在累积了半世纪的汽车研发和制造经验之后，日本究竟能不能创造出足以傲视当世车坛的顶级轿车?”换句话说，这部新车的直接对手将是长久以来盛名不坠的欧洲著名汽车厂牌。大家都体会到：他提出的已经不只是个问题，简直就是对日本汽车工业的全面性挑战。然而在场的所有人都以非常坚定的“是的，我们能!”作为回答，大家都了解这并不是一时激励下的冲动响应，而是一群经验丰富、技术超卓的专业人士对未来使命所作出的坚定承诺。丰田公司准备争夺高档豪华车市场。但丰田十分明白自己有几斤几两，跟大多数日本车一样，丰田与旗下各品牌如花冠、皇冠、佳美等在消费者心目中“低档、省油、廉价车”的形象已根深蒂固。要改变公众心智中固有的观念谈何容易。于是丰田专为高档车推出一个全新品牌凌志。经过数年呕心沥血、潜心研究，隆重上市，一役而成功。凌志车上还故意隐去企业名称，车身上未标有丰田的标志，而丰田公司的其它品牌，如花冠、佳美等车上都标有丰田标志。这是丰田为了不让消费者对丰田公司传统品牌与新品牌之间产生联系，消除丰田形象对高档车的营销障碍而作的刻意安排。如果凌志标上丰田标志、或干脆直接用丰田、佳美、皇冠等品牌来推高档豪华车，能跟宝马、林肯、奔驰这些早已令大家钦羡不已的豪华品牌一决雌雄吗?无独有偶，本田推出高档车时，也采用了全新品牌ACURA，车身上也故意隐去本田的标志。日本从此拉开了高档轿车的序幕。这个品牌名是丰田花了3.5万美元请美国一家取名公司命名的，因为“雷克萨斯”(Lexus)的读音英文“豪华”(Luxury)一词相近，使人联想到该车是豪华轿车的印象。雷克萨斯汽车商标采用车名“Lexus”字母“L”的大写，“L”的外面用一个椭圆包围的图案。椭圆代表着地球，表示雷克萨斯轿车遍布全世界。

In August 1983, Mr. Toyoda Yinger, President of Toyota Motor, the industrial giant of Japan, held a high-level confidential meeting, attended by the first-class elites of the Japanese automobile industry. Mr. Toyoda asked a shocking question: "after half a century of automobile R & D and manufacturing experience, can Japan create a top-grade car that can stand out in the world?" in other words, the direct opponent of this new car will be the famous European automobile brand for a long time. We all realize that what he put forward is not only a problem, but also a comprehensive challenge to the Japanese automobile industry. However, all the people present responded with a very firm "yes, we can!" and we all know that this is not an impulse response under a temporary incentive, but a firm commitment to the future mission made by a group of experienced and highly skilled professionals. Toyota is ready to compete for the luxury car market. But Toyota knows how many pounds it has. Like most Japanese cars, Toyota and its brands such as corolla, crown and Camry are deeply rooted in the image of "low-end, fuel-efficient and cheap cars" in the minds of consumers. It is not easy to change the ideas inherent in the public mind. So Toyota launched a brand new Lexus for high-end cars. After years of painstaking research, grand listing, one battle and success. Lexus also intentionally conceals the name of the enterprise, and the body is not marked with the Toyota logo, while other Toyota brands, such as Huaguan and Jiamei, are marked with the Toyota logo. This is a deliberate arrangement made by Toyota to prevent consumers from connecting the traditional brand and the new brand of Toyota company and to eliminate the marketing obstacles of Toyota image to high-end vehicles. If Lexus signs the Toyota logo, or simply uses Toyota, Camry, crown and other brands to push high-end luxury cars, can it compete with BMW, Lincoln, Mercedes Benz, which have long been admired by everyone? Coincidentally, when Honda launched high-end cars, it also used the brand-new Acura, and deliberately concealed the Honda logo on the body. Since then, Japan has opened the prelude of high-end cars. Toyota paid 35000 US dollars for the brand name to be named by a naming company in the United States, because the pronunciation of "Lexus" in English is similar to the word "luxury", which reminds people of the impression that the car is a luxury car. The Lexus logo is capitalized with the letter "L" of the car name "Lexus", and the outside of the "L" is surrounded by an ellipse. The ellipse represents the earth, which means Lexus cars are all over the world.

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