Lexus is the luxury vehicle division of the Japanese automaker Toyota. The Lexus brand is marketed in more than 70 countries and territories worldwide and has become Japan's largest selling make of premium cars. It has ranked among the 10 largest Japanese global brands in market value. Lexus is headquartered in Nagoya, Japan. Operational centers are located in Brussels, Belgium and the U.S. in Plano, Texas. Lexus originated from a corporate project to develop a new premium sedan which began in 1983. Subsequently, the division added sedan, coupe, convertible and SUV models. Lexus did not exist as a brand in its home market until 2005, and all vehicles marketed internationally as Lexus from 1989 to 2005 were released in Japan under the Toyota marque and an equivalent model name. Lexus vehicles are largely produced in Japan. Assembly of the first Lexus built outside the country began in 2003. Following a corporate reorganization from 2001 to 2005, Lexus began operation of its own design, engineering and manufacturing centers. Since the 2000s, Lexus has increased sales outside its largest market, the United States. The division inaugurated dealerships in the Japanese domestic market in 2005, becoming the first Japanese premium car marque to launch in its country of origin. The brand was introduced in Southeast Asia, Latin America, Europe and other regions.