Called Corporate Matters, the new brand has been designed to win more fleet business, with each territory being branded a 'goldmine'.
Each centre has to appoint a corporate sales specialist who will drive demand among local businesses, assisted by Lexus Financial Services.
Lexus (GB) director Stuart McCullough, said: 'Corporate Matters is a very important initiative to Lexus in the development of the business.
'As the Lexus franchise matures, the corporate market is becoming more important to us.'
The manufacturer has invested about £500,000 in launching the project, which will be used as a blueprint for corporate sales throughout Europe.
Last year, Lexus sold 11,335 cars, of which 30% went to fleets. This year's sales target is 11,700 units, with up to 40% going to fleets, eventually reaching a 50/50 split.
Andy Simpson, corporate sales manager, said: 'This follows a year's work and shows we are serious about corporate business. So far, 30 centres have signed up to the initiative.'
To help corporate sales specialists prepare for the business drive, they have attended an 'embracing change in the company car market' course.
Lexus recently won plaudits in a fleet decision-maker satisfaction survey carried out by Fleet News' sister publication Sewells, ranking first in fleets' experience with the manufacturer and joint top with Jaguar for experience with dealers.