Rewatch the champagne glass commercial that launched Lexus

Lexus is celebrating 35 years in Canada. The company launched in 1989 in the U.S. and a year later in Canada.

Black and white photo of 1990 Lexus LS 400 — *Lexus launched with the LS 400 full-size sedan. – Toyota Canada Inc. photo*

Lexus is celebrating 35 years in Canada.

Toyota’s luxury automotive brand first launched in the United States in 1989 and then came to Canada in 1990.

In those 35 years, Canadians have bought more than 450,000 Lexus vehicles, including 27,000 in 2024, the company said.

“The past 35 years have been an incredible story of innovation and growth – all defined by an unwavering commitment to our Canadian guests, our Canadian team members, and our Canadian communities,” said Martin Gilbert, director of Lexus Canada, in a news release. “For more than three decades, Lexus customers have come to appreciate and expect an unforgettable and elevated experience that’s become synonymous with the brand. Our unparalleled dealer network across Canada has been instrumental in delivering that experience, ensuring that every interaction with Lexus is exceptional. It’s been a remarkable journey with countless milestones along the way.”

As the company celebrates its 35th anniversary, why not rewatch the commercial that launched the brand. Named “Balance,” the 1989 TV advertisement launched the company’s flagship sedan, the LS 400. You can see it on YouTube.

The company also recreated the commercial 35 years later, this time showcasing a brand-new LS 500.

Lexus posted it on YouTube.

When Lexus launched, it had two cars available, the LS 400, as well as the ES 250. The ES was based on the Toyota Camry of the time.

Lexus manufacturing in Canada

Toyota Motor Manufacturing Canada Inc., located in southwestern Ontario, is one of the largest manufacturing operations in the country, employing more than 8,500 Canadians. The work at this facility also results in tens of thousands of spillover jobs at supply chains and partners, the company said.

This was the first auto plant outside Japan to build Lexus, as well as Lexus hybrid, vehicles.

The facility builds several Toyota and Lexus models, including the NX and RX sport utility vehicles, which together account for 60 per cent of all Lexus sales in Canada.

Lexus is available in 88 markets around the world.