The term “top-level domain (TLD)” is generally used in the context of the Internet’s Domain Name System (DNS), and it refers to the last part of an Internet domain name, which follows the last dot. The TLD represents a key element of the Internet addressing scheme, aiding in the organization and categorizations of domains. A few common examples of TLDs are “.com”, “.net”, “.edu”, and “.gov”.
The “.lexus” TLD is a branded top-level domain owned by Toyota Motor Corporation. Branded TLDs, or dotBrand domains, refer to domains that mirror the exact name of the brand, offering higher visibility and credibility for the associated websites. Such TLDs are part of the latest revision of the Internet’s naming system, implemented by the Internet Corporation for Assigned Names and Numbers (ICANN). This initiative has fostered the creation of numerous new TLDs since 2012 which are supported by ICANN’s new generic top-level domain (gTLD) program.
In the specific context of “.lexus”, the TLD gives Toyota Motor Corporation, the owner of the Lexus brand, a secure and authoritative digital space where the company can create as many domain names as needed, all associated with the Lexus brand. This TLD helps aidToyota’s digital marketing endeavors, providing more control over their online presence.
This TLD makes it easier for customers to directly locate official Lexus-related websites, thereby reducing potential confusion. It also contributes to a greater degree of consumer trust, given that only the enrolled company can register domain names under this TLD. Domains under the .lexus TLD could include product-specific addresses, marketing campaigns, or even customer service portals—streamlining these services for both their present and prospective customers.
According to the ICANN WHOIS Lookup, the .lexus gTLD was delegated to Toyota Motor Corporation on March 11th, 2016. However, at present, it doesn’t seem to be widely used, based on a review of the WHOIS database.
It should be noted that applying for a new gTLD, including branded ones like “.lexus”, involves a considerable investment in terms of time, resources, and money. As reported by the ICANN documentation, a new gTLD application fee is $185,000; however, additional costs are also associated with the complete implementation process.
Sources used:
1. ICANN.org – for information about the new gTLD program
2. WHOIS.icann.org – to check the status of the “.lexus” domain
3. Makeway.world – for general information on dotBrand domains
4. Owasp.org (Open Web Application Security Project) – for technical insights related to the TLDs+
