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In 1983, Toyota CEO Eiji Toyoda voiced his desire to create the best car in the world, leading to a project codenamed F1 (Flagship One), which resulted in the Lexus LS 400—the brand's first car. F1 engineers and designers designed the Lexus LS 400 with the goal of expanding into the international market, while also working on a new V8 engine. In May 1985, focus groups and marketing research were conducted on the premium market in the United States . Several F1 team designers lived in a rented ho
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