Lexus is the luxury vehicle division of the Japanese automaker Toyota.

In 1983, Toyota chairman Eiji Toyoda issued a challenge to build the world's best car. The project, code-named F1 (“Flagship One”) developed the Lexus LS 400 to expand Toyota's product line in the premium segment.

In 1986, Toyota's longtime advertising agency "Saatchi & Saatchi" formed a specialized unit, "Team One", to handle marketing for the new brand. Image consulting firm "Lippincott & Margulies" was hired to develop a list of 219 prospective names; Vectre, Verone, Chaparel, Calibre and Alexis were chosen as top candidates.

While Alexis quickly became the front runner, concerns were raised that the name applied to people more than cars (being associated with the Alexis Carrington character on the popular 1980s prime time drama "Dynasty").

As a result, the first letter was removed and the "i" replaced with a "u" to morph the name to Lexus.[

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