In 2005, over a decade and a half after its launch, the Lexus brand conquered a significant new market – its home country. Prior to that date, all Lexus-branded models were called Toyotas on the JDM, although it was more a case of Toyotas being rebadged as Lexuses, at least in the early days. The Toyota Soarer became the Lexus SC, the Aristo was translated as the GS, the Vista turned into the ES. But the whole point of the Lexus exercise was the flagship LS 400, and that was made into the Toyota Celsior, not the other way around.
Aside from the obvious, i.e. the badging and the RHD, there aren’t many notable differences between the Celsior and the first generation LS 400. Which makes sense, as both cars came out in 1989 and were built on the same production line. But it is worth noting that the Celsior only hit the dealerships in October, about five weeks after Lexus started US sales. The fact that the new flagship was premiered on the other side of the Pacific first demonstrated which market was seen as crucial by Toyota themselves.
There is a video on Youtube of a guy going through all the differences between the two, and aside from lighting-related issues, it’s mostly interior details. Overall, the feeling is that the JDM version is a tad more luxurious, with better carpets, automatically folding door mirrors, a more sophisticated HVAC system and a touch more faux wood trim.
There may be some trim differences as well: the Celsior came in three trim levels (creatively called A, B and C) and further included the “F package” for chauffeured owners. I couldn’t take a photo of the rear of the cabin on this one, but it sure looked F-ing plush in there. Rare feature: this car has full leather trim, just like a Lexus LS. The majority of Celsiors, as is usual in Japan, would have been ordered with cloth upholstery.
But by and large, the Celsior and the LS are identical twins, including the stellar 4-litre V8 powertrain and all-new chassis, carefully developed by Toyota throughout the ‘80s to mimic and even surpass the Mercedes S-Class. The air suspension was only available on the C trim Celsior, when it was just an option on the Lexus, I believe. Same thing, very slightly different package.
The creation of Lexus was always meant for external use, though. Within Japan, the top-dog Toyota was the Century, still a class above the Celsior, so the carmaker’s name was not just associated with economy cars, unlike in some international markets. Toyota’s image would not have been helped by the introduction of Lexus on the JDM. It’s telling that Honda and Nissan made the same calculation with their premium brands, too: Acura and Infiniti were not used for the home market.
There are still a few first-gen Celsiors about, but I waited a while until chancing upon the right one to document. Curiously, this is one model that is not too often seen in white over here, but this dark blue, which I’ve not seen too often either, really works. Once again, despite its near three decades of use, this Toyota looks as if it came off the showroom floor a couple months ago. How do they preserve these so well?
The Celsior was one of the first Toyotas to feature the carmaker’s new logo. For the first three years, the name “Toyota” was also added to the rear end, in a smaller font, just to transition folks over to the new corporate identity. Our feature car, which lacks that extra script and has fully body-coloured bumpers, is a post-midlife-facelift model (August 1992 – October 1994).
The Lexus was a true game-changer for the high end saloon market, hitherto dominated by a small clique of European and American marques. In Japan though, the discerning customer could chose a Crown Majesta, a Celsior or a Century if they wanted a big V8-powered Toyota saloon. They say three is a crowd, so that segment was getting a bit busy in the early ‘90s. The Celsior was justly feted as a wonderful new addition to Toyota’s plethoric home market range, and had a fair amount of success, but it may not have had the impact here that the LS 400 did abroad.
Related posts:
Curbside Classic: 1992 Lexus LS400 – With All Due Respect, by Mr Tactful
Curbside Classic – 1992 Lexus LS 400 – The Industry’s Greatest Hit Of The Last 50 Years?, by Brendan Saur
CC Outtake: Lifted Lexus LS400 – Off-Roading In Comfort, by PN
What was notable over here (Lexus country) was that the first generation LS400 (this one), didn’t have any LS400 badging on it. Think about that for a minute. A new car, from a new brand, the top of the line (of well, two), and no name on it. Such confidence. Infiniti tried to one-up that by making their whole car invisible – which I guess worked but not at all in the way they intended…
A stellar vehicle that still looks extremely good if not as large as they used to. Your pix somehow really show the styling influence it had on the next Camry, more than most times I’ve looked at one.
The next Camry the wide body not the JDM car was already out when the Lexus hit the streets they were developed concurrently its just the US got the Lexus NZ got the Camry which was the redesigned for world consumption after the Kiwi beta testers had their turn and it was also badged Lexus for the JDM and other markets.
The styling on these cars have aged very well. Put some xenon or LED headlights on it and it could pass as a modern car, rather than one almost 30 years old.
Like so🤗
It must be the pictures as these photos make it look like the JDM version is slightly narrower than the model sold in the U.S.
Certainly proof that when it comes to high end sedans, customers prefer conservative styling over unobtrusive styling.
Beautiful car. My mom has remarked that the new logo was a man wearing a cowboy hat.
Or a horned Viking helmet.
The logo vaguely suggests “T” for Toyota. Toyota put “T” on their cars even before they got a formal logo. The most famous being the grille of the 2000GT (and the first gen Celica Supra).
The three ovals together are also evocative of the top part of the first character of the Toyoda name in Kanji: 豊田 (that’s the “Toyo” part of Toyoda. The family name is Toyoda. The company name is Toyota)
Why do Japanese cars have names written in English?
So that we can read them. Seriously.
Japan realized a long time ago that if it wanted to be part of the world and especially to be a successful exporter, it had to use Western names and lettering/writing to do so on things like cars and other consumer goods.
It also conveyed a certain status, as Western cars and goods were once seen as an ideal, and something to aspire to.
It’s quite common in many other countries too, unless they have a very strong isolationist bent.
Butbut…yeah, there are; the Celsior has turn signal repeaters where the LS400 has front side marker lights, and the Celsior has yellow frog lamps; I think they put white ones on the LS400.
No, yellow page like celsior
Nope yellow
Maybe and/or maybe not.
They were yellow; all the sedans in Lexus’ lineup from the beginning to at least 1994 utilized yellow fog lamps as a kind of defining feature. I’m not sure when the GS switched (the ‘93’s for certain were yellow), but I do know the ES and LS kept them thru ‘94. Not sure what the SC had at the same time, but I don’t think those actually had fog lamps, but rather cornering lamps on the early cars, so…
1994 LS brochure page:
They were indeed yellow (a fluorescent glass capsule with bulb retainer/mount sat inside the lamp assembly) up to 1994 but they persisted into later years in the JDM. Our cars had a couple reappearances in the 01 IS300 and certain years/trims of the 98-05 GS
This is a very nice vehicle. Wonder how it is up to compare with Crown Majestic or Crown S133. I have been told in Japan vehicle is taxed according tot its engine size, how much did owner pay to get this car on the road?
In beginning of China booming, this car and its sister model was symbol of success. It was such high demand especially this model was hard to get, so my relative got a Lexus LS in California and “exported “ to China.
If this version is no longer manufactured, does that make it an excelsior?
I know, I know, but someone had to say it.
Love it!
And if there’s a big Nissan parked between two of these: Gloria in Excelsis. 🙂
Japan was (and is) highly heirarchical. So if someone had a frugal boss (relatively speaking) who drove a Mercedes 300E, then he couldn’t buy an E- or S-class even if he could afford to, or even a BMW 5 or 7. It’s just not done. For people like that, the Celsior was just the ticket. It was new. It wasn’t clear where it fit in the heirarchy, and it was every bit as good as the imports.
Plenty of them made the jump to NZ used but they have now hit close to the bottom of their value I was overtaken by one last week that emitted screaming turbo 4 noises it was very low and stanced thats not unusual but most times the V8 is left in,
Saw a couple of Crown Majestas recently running on dealer plates so not yet complied mint immaculate condition in black, they arent cheap even here as used cars.
The newer versions of Lexus LS, starting from the 2010 LS 460 model have lost that grand prestigious look. The LS designers surely are struggling, they are not sure as to what they are making and to what market, luxury or sports? And what you get as a result is neither. Disappointed.
I love my USDM LS400
That’s not faux wood it was real veneer made over at Yamaha were pianos are made.
That trim around the shifter on the 90-94 LS is actually a ~quarter inch thick slab of pure wood believe it or not!