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Prime (プライム) - Luxury Vehicles


PRIME Overview

Prime is the luxury vehicle division of Japanese automaker Sanda. It was launched in the United States and Canada on March 4th 1990 with its headquarters located in Odaiba, Tokyo, Japan. The Prime name was used previously under the joined venture ADM of Europe between Sanda and ADM, as the higher trim on their line-up, but then it was given its own brand, selling mainly in North America. The Prime name is not used in Japan, although some models are sold under the Sanda brand.


This company is roughly equivalent to Acura, Lexus and Infiniti - upmarket brands of Japanese marques sold exclusively to export markets.