What?! Toyota Merges Lexus & Toyota Brands to Save on Development Costs

Shocking news came out today that the automaker plans to turn sub-brand Lexus into a high-end line for Toyota.

Well, it was too short, but it was one hell of a run for Lexus. According to a number of insiders and sources, Toyota has made it official: Lexus is done. Okay, maybe they’re not totally and officially done. But Lexus will no longer be an independent and separate company. Toyota will continue producing most Lexus models. Lexus will be absorbed into Toyota’s existing and future line up. Early reports suggest that Lexus vehicles will be available to purchase from Toyota an option or package.

Word came down on April 1 and naturally–it was a considerable surprise. As a whole, the automotive industry was appropriately confused and  is seeking clarification.

“Toyota ruined Tuxedo Thursday!”

News like this is shocking for a number of reasons. Lexus has been very good to Toyota. As a brand, Lexus has been consistent in sales, and a chunk of that slides over to Toyota. Financially, it is just a … choice.

Lexus has nicely carved out its own brand identity since it first debuted. From their inaugural 1989 LS 400 to the recent reveal of the LF-Z electrified concept, Lexus has always redefined luxury vehicles.

So why?

A source at Toyota told us that the move is motivated by the automaker’s need to cut production costs. Given Toyota’s commitment to sustainability, it is likely that they want to reallocate funds towards EV, BEV, and hybrid technology.

We have nothing but respect for Toyota, but seriously, what are you thinking?

Flapship models such as the LS, LX, and LC should be safe. Best-seller and certified Tesla-sales crusher RX should be a lock. We would think that Lexus’ performance and hybrid models should be safe. Beyond that, little will be known until Toyota makes an official announcement. In the meantime, we did get this brief teaser.

And we saw a rough draft of the logo, and it might even be worse than GM.

The Comic Sans is really just a slap in the face.

It will be an interesting development, and we will keep you posted with all the information as it comes in. But first, check the calendar.

Lexus ain’t going anywhere! Happy April Fools Day!

Photos: Lexus; Toyota; Columbia Pictures; Club Lexus Marketplace

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S.J. Bryan

Longtime automotive journalist S.J. Bryan has been covering the automotive industry for over five years and is an editor with Ford Truck Enthusiasts and regular contributor to F-150 Online, Harley-Davidson Forums, and The Mustang Source, among other popular auto sites.

Bryan first discovered her passion for all things automotive while riding in her parent's 1968 Ford Mustang. The automotive expert cut her teeth growing up riding on Harleys, and her first car was a Chevy Nova. Despite her lead foot, Bryan has yet to receive a speeding ticket.

The award-winning former playwright was first published at age 18. She has worked extensively as a writer and editor for a number of lifestyle and pop culture publications. The diehard gearhead is a big fan of American muscle cars, sixth-gen Ford trucks, and Oxford commas.

S.J. can be reached at sherryjbry@gmail.com.