Japanese Luxury Car Brands: Who Came First, Acura, Lexus, or Infiniti?

When most drivers in the USA think of luxury cars, names like BMW, Mercedes-Benz, or Audi probably come to mind first. For decades, the German trio was the benchmark for upscale performance and design.

But in the 1980s, they faced a brand-new challenge from Japan. That’s when Honda, Toyota, and Nissan decided to take on the luxury segment in America, completely changing what buyers expected from a premium car.

So, who actually got there first? Many might say Lexus because of its reputation today, but the real answer is Acura. Indy Auto Man used car sales experts share the story of how it all started.

The Market Shifts After the Oil Crisis

The 1970s left a lasting impact on American drivers. Following the 1973 oil crisis, gas prices spiked, and suddenly, fuel efficiency was more important than horsepower. Japanese brands like Honda and Datsun gained trust with affordable, reliable cars that sipped gas and proved themselves as daily commuters across the U.S., including Indiana.

But as the 1980s rolled around, the economy stabilized, and so did the supply of fuel. Buyers began drifting back to bigger, more powerful cars, especially those with luxury features. That shift gave Cadillac and Lincoln an opportunity to reclaim their ground, while German luxury cars became more popular than ever.

For Honda, this meant their economy-car image wasn’t enough to compete in America anymore. The manufacturers knew their technology was impressive, but the brand name didn’t carry the kind of prestige needed to challenge Cadillac, Mercedes, or BMW. The solution? Create an entirely new brand name and identity.

The Acura Brand Is Born

Honda made the bold move to launch a separate luxury division just for America. In 1986, Acura was officially introduced to the US market. The name comes from the Latin root “acu,” meaning “precision,” a nod to Japan's focus on engineering. The stylized “A” logo was designed with a caliper in mind, a measuring tool that symbolized accuracy and detail.

The company kicked things off with a large sedan that had been in development since 1981, originally known internally as the HX. Bigger than the Honda Accord and packed with premium technology, it featured the brand’s first V6 engine, four-wheel independent suspension, anti-lock brakes, and a full range of power amenities. In the U.S., Honda gave it a fitting name: the Acura Legend.

But Honda also knew one car wasn’t enough to build an entire brand around. So they added the sporty Integra, a car already well-regarded in Japan for its sleek design and engaging performance. Together, the Legend and Integra set Acura’s image as both sophisticated and fun to drive.

Success Came Quickly

Honda put tremendous effort into making Acura a success from day one. Even before the US dealerships began selling cars, the company invested in training American technicians and sales teams. Mechanics had to learn new systems like electronic fuel injection and multi-link suspension — technology that wasn’t yet mainstream in the U.S.

The payoff was immediate. When Acura hit showrooms in 1986, the Legend and Integra impressed both journalists and customers. Reviewers ranked them ahead of American cars and even many imports, praising their driving dynamics, quality, and advanced features.

Just one year later, in 1987, Acura became the top-selling luxury import brand in America, outselling both BMW and Mercedes-Benz. It was a shocking achievement that proved Honda’s strategy had worked. The success also pushed Toyota and Nissan to launch their own luxury brands: Lexus arrived in 1989, followed closely by Infiniti.

A New Chapter for Indiana Drivers

For drivers in Indiana and other states, Acura’s launch opened up a whole new option in the luxury market. Shoppers in big cities like Indianapolis who once had to choose between a pricey German sedan or an American classic like a Cadillac could now consider a high-tech Japanese alternative. Acura, Lexus, and Infiniti quickly became favorites among buyers who wanted luxury and performance without sacrificing reliability.

These brands also helped change what “luxury” meant. It wasn’t just about plush seats and chrome trim anymore. It became about engineering precision, safety technologies, and long-term dependability — qualities that resonated with American families investing in a long-lasting premium vehicle.

The Answer to the Question

So, when it comes to who made the first move, the answer is Acura. Honda’s 1986 launch set the stage for Lexus and Infiniti to follow just a few years later. Without Acura blazing the trail, the American luxury car landscape might have stayed dominated by German and domestic brands.

Today, drivers across Indiana still benefit from that bold step. Whether it’s a used Acura TLX, a Lexus RX, or an Infiniti Q50, buyers continue to enjoy the lasting impact of Japan’s leap into the luxury segment back in the 1980s.