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The Toyota Motor Corporation is the largest automaker by sales revenue in the world. The Toyota Motor Corporation has a half-owned subsidiary company, Daihatsu, and is both a part of the Toyota Group, of which Lexus and Scion auto manufacturers are also a part. The Toyota Group contains 522 subsidiary companies. Toyota was founded by Kiichiro Toyoda in 1937 as a spin off from his father's textile company. The new company that Kiichiro created aimed at making automobiles. The first Type A engine from Toyota was created in 1934 and the first passenger car in 1935, before the company went on its own. The company is headquartered in Toyota, Aichi, Japan. Toyota is primarily known for its vehicles, it also creates robots and still makes looms as the original company did. Toyota leads the way in the automotive industry, surpassing General Motors in sales figures.

In 1983, Eiji Toyoda posed this question to his top executives, "Could we manufacture a car to challenge the world's best luxury model?" The company wanted to develop a luxury car to expand their product line in an upscale market. After an extensive development process, which included designers, engineers, technicians, prototypes, and over a billion dollars in cost, the Lexus was introduced in 1989 in the U.S. The first model manufactured had a 4.0-liter engine with rear wheel drive. The company now offers a variety of compact/mid-size sedans, convertibles, SUV's, and hybrids. All vehicles must pass an "IDEAL" philosophy that stands for Impressive, Dynamic, Elegant, Advanced, and Lasting, a series of stringent quality control tests before they are released. Known for its ergonomic interiors, aerodynamics, fuel economy, and value, it quickly achieved the status of top selling luxury import in the U.S. Available now in over 40 countries, Lexus continues to rank high in dealership service, customer satisfaction, and reliability surveys worldwide.

Scion is a relatively new brand of car, dating back to only 2003 as Toyota worked to bring newer, younger buyers to the Toyota brand. The vehicles began their rollout in California, then to the South and toward the east coast, becoming nationally available in 2004, coinciding with the release of the 2005 models of cars. Scion cars, like Saturn's are sold at list price, known as "pure price" to this particular manufacturer. The stated price is intended to shrink negotiation time for the impatient members of Generation Y, and to bring down the hassle and negotiation aspects of car buying to make the process more accessible to younger people. Another successful marketing strategy of the Scion involves limited edition cars with full options and accessories in often loud or bright hues to attract youngsters.

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