http://news.yahoo.com/s/ap/20050519/...e/japan_toyota

Toyota Motor Corp. said Thursday it will open 150 dealerships in Japan to promote the luxury Lexus brand which is successful in the United States, but is still largely unknown to most high-end car buyers here.

Toyota is eager to strengthen its image by promoting the Lexus in Japan, where most luxury car buyers still prefer European brands like BMW and Mercedes Benz.

Takeshi Yoshida, overseeing Lexus development, said the brand will differentiate itself from European rivals that boast a historical legacy by appealing to younger buyers who aren't afraid to assert their Japanese identities and sensibilities."