In the 1990s, the "Lexus" brand luxury sedan launched by Toyota Motor Company was like a "dark horse", jumping into people's eyes with its distinctive style and its distinctive trademark "L" Unconventional. The "Lingzhi" trademark consists of two parts: a graphic trademark and a word trademark. Its graphic trademark does not use the common form of three ovals nested into each other, but the first capital letter "L" of the English "Lexus" is inlaid in an oval and is inlaid in the middle of the radiator; the rear of the car is marked with The word mark "Lexus" symbolizes the car's use on roads around the world. In the 1970s, when Toyota did television commercials in the United States, it always appeared in front of the audience with a friendly and humble face. In the 1990s, Toyota changed its friendly face in the past. For example, in a TV commercial, the picture showed the Lexus LX450 car climbing up a skyscraper. When it climbed to the 40th floor, it "froze" and the ad text appeared "Lexus LX450" Cars can do anything, but no car can be as good as Lexus! "Unexpectedly, the arrogant Americans not only bought Toyota's account, but also supported it, making the "Lexus" car "popular" in the United States. stand up. Even European car critics, who have always looked down on Japanese cars, were full of praise and called them a "milestone" for Japanese cars.

When Toyota had the Land Cruiser and Prado (overbearing) incidents, in order to change its image, it directly transliterated the English name of Lexus.