Lexus kicked off the celebrations for its 35th anniversary in Canada by revisiting key moments in its journey. Martin Gilbert, Managing Director of Lexus Canada, emphasized the importance of this milestone: “We are entering a pivotal year for Lexus, and we are thrilled to be able to celebrate this achievement with you.” As the first chapter in a trilogy, the event focused on the brand’s legacy and retraced Lexus’ evolution since entering the Canadian market in 1990.

The brand’s origins date back to 1983, when then-Toyota president Eiji Toyoda launched an ambitious project to create “the best cars ever built.” Six years later, following the development of 450 prototypes, 200 new patents, and three million test kilometres, Lexus finally introduced its first sedan. Praised for its power, whisper-quiet ride and exceptional craftsmanship, the LS 400 set a new benchmark in the industry. It quickly became a leader in the luxury segment, drawing envy from German rivals with its performance and comfort.

Lexus’ flagship model, the LS 400, made its public debut in the U.S. alongside the ES 250. A year later, in September 1990, the brand entered the Canadian market. In just one quarter, Lexus sold 597 vehicles—an impressive start for a name that was still unknown at the time.

In 1998, Lexus introduced its first iconic SUV. Built on a unibody platform, the RX 300 combined the handling of a sedan with the space and versatility of an SUV. This innovation paved the way for the luxury crossover segment and marked a turning point for the brand. That year alone, the model accounted for nearly half (45%) of Lexus’ Canadian sales.

Another major milestone came in 2003. Toyota Motor Manufacturing Canada (TMMC) in Cambridge, Ontario, became the first plant outside Japan to produce a Lexus vehicle—the RX 330. This strategic move aimed to meet growing demand while maintaining quality craftsmanship. Today, the two best-selling Lexus models in Canada, the NX and RX, are built at this award-winning plant. Together, they account for over 60% of the brand’s sales.

Lexus’ success in Canada also rests on its dedicated dealership network. At launch, the brand had 22 dealers; there are now 40, each embracing the principles of omotenashi, a Japanese philosophy rooted in anticipating customer needs. This approach translates into meticulous attention to every detail—from the welcome experience to after-sales service. “Our guests are at the heart of everything we do,” says Mr. Gilbert.

Electrification is another key part of Lexus’ long-term strategy. As early as 2005, the brand introduced hybrid technology with the RX 400h, the world’s first luxury hybrid. Other models followed, including the GS 450h, LS 600h, HS 250h and CT 200h—soon joined by hybrid-powered utility vehicles, including a plug-in option. In 2023, Lexus expanded its range with the RZ 450e, its first fully electric model. Last year, more than half of Lexus’ Canadian sales came from its 11 electrified models—whether hybrid, plug-in hybrid, or fully electric.

With over 450,000 vehicles sold in Canada over 35 years, Lexus has become a key player in the luxury market. Its success rests on four pillars: design, driving signature, electrification, and advanced technology. From humble beginnings, the brand earned its place by offering innovative vehicles, rigorous build quality, and a committed dealer network.

“Lexus started out as an unknown brand with just two products. Today, we offer Canadians a selection of 16 models, including 13 with all-wheel drive and 9 SUVs,” notes Mr. Gilbert. “Canada has become the fourth-largest market in the world for Lexus sales. And this year, Lexus leads the Canadian luxury segment in sales for the first two months of 2025.”

Lexus marked the first chapter of its 35th anniversary with a media event in the Quebec and Charlevoix regions. The focus was on its past. Ice sculptures and test drives of (almost) the full model lineup—including a “new” 2005 RX 330 built in Canada—were among the activities that honoured the brand’s heritage before shifting focus to the present and future.