- To respond to  the American market very demanding of luxury cars, the three largest Japanese carmakers Toyota, Nissan and Honda had launched specific brands in this segment in 1989, respectively: the Lexus, the Infiniti and the Acura.

- These brands were in competition not only with the American brands Cadillac and Lincoln, but also and more to the point German brands such as Audi, BMW and Mercedes.

- The three Japanese luxury brands will gradually be set as equals in the U.S. market with two American brands and the three German brands. However, worldwide, the volume of their total sales never exceed 730 000 units per year (a record achieved in 2007), against 3 to 4 million units annually for the three German brands.

- Their distribution is restricted in Europe, by a market attached to traditional and historical brands. On the other hand, the three Japanese luxury brands are not so present on all markets (particularly in Asia), unlike Audi, BMW and Mercedes.

- In 2012, these three brands sold 660,000 vehicles worldwide, three-quarters of which in the U.S. Lexus remains the most international brand with 30% of its sales outside the U.S.. Infiniti sells only 20% of its car models outside the U.S. and Acura only 2%.