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Lexus: The Relentless Pursuit
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Lexus: The Relentless Pursuit Paperback - 2011

by Chester Dawson

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From the publisher

A behind-the-scenes look at Lexus's surprising twenty-year success story--in a revised new edition

In the 1980s, German brands BMW and Mercedes-Benz dominated the luxury car market and had little reason to fear competition from Japan. But in 1989, Toyota entered the market with the Lexus LS 400, a car that could compete with the Germans in every category but price--it was US$30,000 cheaper. Within two years, Lexus had overtaken Mercedes-Benz in the United States and made a stunning success of Toyota's brave foray into the global luxury market.

Lexus: The Relentless Pursuit reveals why Toyota decided to take on the German automakers and how the new brand won praise and success for its unparalleled quality, unforgettable advertising, and unprecedented customer service. From the first boardroom planning session to Lexus's entry into the mega-luxury supercar market, this is the complete and compelling story of one of the world's most admired brands.

  • Includes a new Foreword by legendary designer Erwin Lui, an Afterword with updates since the first edition, and a new Coda by leading Japanese automotive journalist Hisao Inoue
  • Covers the racetrack triumph--and tragedy--behind the new US$375,000 Lexus LFA supercar
  • Offers important business lessons for brand managers and executives

For car enthusiasts, business leaders, and anyone interested in branding and marketing, Lexus: The Relentless Pursuit offers an amazing story of excellence and innovation in the automotive industry.

From the jacket flap

In 1989 German brands BMW and Mercedes-Benz dominated the luxury car market. Overnight, their world was changed by the launch of a brand new vehicle. The maverick newcomer was quicker, quieter, more economical and a full US$30,000 cheaper than its rivals. That car, the Lexus LS 400, sent shockwaves throughout the world's automotive industry. It was Toyota Motor Corporation's first foray into the global luxury market. Within two years of its introduction, Lexus overtook Mercedes-Benz for the crown of best-selling luxury import brand in the U.S. and had clinched top place in J.D. Power & Associates influential ratings for quality and service.

This revised edition of Lexus: The Relentless Pursuit includes a new Foreword by legendary designer Erwin Lui, an Afterword with updated material and a Coda by leading Japanese auto journalist Hisao Inoue. Plus:
  • Find out what drove the Lexus brand's success: the how's and why's of its reputation for top-notch quality, those unforgettable advertising campaigns and bespoke customer service
  • Get the inside story on the growing pains of Toyota Motor's luxury division, its vehicle development plans and the lawsuits that almost derailed the brand
  • Discover how Lexus stumbled into its most successful line of vehicles: the luxury SUVs typified by the RX series
  • Understand the boardroom intrigue as Toyota--and the Lexus brand--survived constant leadership change in Japan and U.S.
  • Take a virtual tour of Toyota Motor's crown jewel factories
  • Delve into the race track triumph--and tragedy--behind the new $375,000 Lexus LFA "Supercar."

This book is essential reading for automotive and business professionals.

Details

  • Title Lexus: The Relentless Pursuit
  • Author Chester Dawson
  • Binding Paperback
  • Edition Revised Edition
  • Pages 300
  • Volumes 1
  • Language ENG
  • Publisher Wiley, Asia
  • Publication date 2011-04-19
  • Features Bibliography, Index, Table of Contents
  • ISBN 9780470828045 / 0470828048
  • Weight 1.09 lbs (0.49 kg)
  • Dimensions 8.96 x 6.08 x 1.11 in (22.76 x 15.44 x 2.82 cm)
  • Category Business / Economics / Finance
  • Library of Congress Catalogue Number 2011414431
  • Dewey Decimal Code 338.762

About the author

Chester Dawson has worked as a business journalist and editor at several top media outlets, including BusinessWeek, Dow Jones & Co., The Associated Press and Bloomberg News. He spent 10 years as a foreign correspondent in Tokyo reporting on the Japanese economy and specializing in the automotive and financial industries. After serving as International Finance Editor at BusinessWeek magazine's headquarters in New York, he entered high finance--first at a Japanese hedge fund and then, most recently, in the institutional asset management unit of a Wall Street bank. Mr. Dawson earned his M.A. in East Asian Studies at Harvard University and a B.A. in history with an economics minor at Ohio University. He spent his junior year abroad at Sophia University in Tokyo.
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Lexus: The Relentless Pursuit: The Secret History of Toyota Motor's Quest to Conquer the Global...
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