In 1989, Toyota branched out by establishing a luxury line of vehicles with the debut of the Lexus LS 400 and the ES 250. Highly acclaimed cars, plus exceptional customer service, quickly became the hallmark of Lexus.
In 1991, Lexus earned the title of No. 1 luxury import in the United States, surpassing both Mercedes Benz and BMW. That year, the brand also dominated three independent J.D. Power and Associates quality surveys, being named top nameplate in Customer Satisfaction, Sales Satisfaction and Initial Quality.
Toyota continued its strong growth through the 1990s. A highpoint came in December 1997 when the Toyota Camry first earned the title of No.1-selling passenger car in America. Toyota also launched its first full-sized pickup, the Tundra, in 1998.