The Japan launch of Toyota Motor Corp.'s Lexus luxury brand next week is likely to mark the beginning of a period of intense competition in the premium car sector.
Toyota already sells de facto Lexus series vehicles in Japan, though it sells them under different names. Lexus brand models up to now had been marketed only overseas.
By introducing the Lexus brand here, Toyota hopes to rid itself of its "value-for-money" image and establish a new business model that relies more on profitable luxury models.