Lexus: The Relentless Pursuit

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9780470828045: Lexus: The Relentless Pursuit
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A behind-the-scenes look at Lexus’s surprising twenty-yearsuccess story—in a revised new edition

In the 1980s, German brands BMW and Mercedes-Benz dominated theluxury car market and had little reason to fear competition fromJapan. But in 1989, Toyota entered the market with the Lexus LS400, a car that could compete with the Germans in every categorybut price—it was US$30,000 cheaper. Within two years, Lexushad overtaken Mercedes-Benz in the United States and made astunning success of Toyota’s brave foray into the globalluxury market.

Lexus: The Relentless Pursuit reveals why Toyota decidedto take on the German automakers and how the new brand won praiseand success for its unparalleled quality, unforgettableadvertising, and unprecedented customer service. From the firstboardroom planning session to Lexus's entry into the mega-luxurysupercar market, this is the complete and compelling story of oneof the world's most admired brands.

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

For car enthusiasts, business leaders, and anyone interested inbranding and marketing, Lexus: The Relentless Pursuit offersan amazing story of excellence and innovation in the automotiveindustry.

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From the Back Cover:

20 Years of Defining Perfection

The author takes us on a breathtaking "genchi-genbutu"(meaning "go and see") as if we are in Toyota City. A must-read fora car nut.
Shin Sano
CEO, Sano Research
Assistant Research Professor, Illinois Institute of Technology'sInstitute of Design

With his strong focus on the personalities behind the brand,Chester Dawson has crafted a compelling insider look at Lexus andits whirlwind history, from the company's risky beginnings andearliest setbacks to the current challenges it faces as the numberone luxury car manufacturer in the United States. Lexus: TheRelentless Pursuit is an essential read that I would recommendto both Lexus enthusiasts and anyone else looking for real insightinto one of the world's most successful business stories.
Kevin R.E. Watts
Editor, The Lexus Enthusiast

Praise for the Hard Cover Edition

Toyota is the best car company in the world. From a truck-makerin World War II to a carmaker in the 1950s to a Lexus maker in the1980s, it excels everywhere. Chester Dawson is a Japanese-speakinginvestigative reporter who has got the inside story of Lexus andmade it come alive.
Ezra F. Vogel
Henry Ford II Research Professor of the Social Sciences,Emeritus
Harvard University

Chester Dawson brings to life the story of Lexus. This is a taleof invention, consumer insight, dedication and resolve. Dawsontells the story with drama, vision and insider detail. He unlocksthe keys to how Toyota took a vague idea and turned it into aflagship brand and a new automotive icon.
Michael Silverstein
Senior Vice President, The Boston Consulting Group

While Detroit is still trying to figure out how Toyota madeLexus the best-selling luxury brand in the United States, ChesterDawson has dissected the Lexus story in an enlightening way.Lexus: The Relentless Pursuit brings to life thepersonalities who brought about an automotive phenomenon. This is amust-read not only for car buffs, but for any manager or executivewho wants to understand how to create, sustain and expand an elitebrand.
Micheline Maynard
Author of The End of Detroit: How the Big Three Lost Their Gripon the American Car Market

From the Inside Flap:

In 1989 German brands BMW and Mercedes-Benz dominated the luxurycar market. Overnight, their world was changed by the launch of abrand new vehicle. The maverick newcomer was quicker, quieter, moreeconomical and a full US$30,000 cheaper than its rivals. That car,the Lexus LS 400, sent shockwaves throughout the world’sautomotive industry. It was Toyota Motor Corporation’s firstforay into the global luxury market. Within two years of itsintroduction, Lexus overtook Mercedes-Benz for the crown ofbest-selling luxury import brand in the U.S. and had clinched topplace in J.D. Power & Associates influential ratings forquality and service.

This revised edition of Lexus: The Relentless Pursuitincludes a new Foreword by legendary designer Erwin Lui, anAfterword with updated material and a Coda by leading Japanese autojournalist Hisao Inoue. Plus:

  • Find out what drove the Lexus brand’s success: thehow’s and why’s of its reputation for top-notchquality, those unforgettable advertising campaigns and bespokecustomer service
  • Get the inside story on the growing pains of ToyotaMotor’s luxury division, its vehicle development plans andthe lawsuits that almost derailed the brand
  • Discover how Lexus stumbled into its most successful line ofvehicles: the luxury SUVs typified by the RX series
  • Understand the boardroom intrigue as Toyota—and theLexus brand—survived constant leadership change in Japan andU.S.
  • Take a virtual tour of Toyota Motor’s crown jewelfactories
  • Delve into the race track triumph—andtragedy—behind the new $375,000 Lexus LFA“Supercar.”

This book is essential reading for automotive and businessprofessionals.

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Other Popular Editions of the Same Title

9780470821107: Lexus: The Relentless Pursuit

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ISBN 10:  0470821108 ISBN 13:  9780470821107
Publisher: Wiley, 2004
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Book Description John Wiley and Sons Ltd, United Kingdom, 2011. Paperback. Condition: New. Revised Edition. Language: English. Brand new Book. 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. Seller Inventory # AAH9780470828045

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Book Description John Wiley and Sons Ltd, United Kingdom, 2011. Paperback. Condition: New. Revised Edition. Language: English. Brand new Book. 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. Seller Inventory # AAH9780470828045

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Book Description John Wiley and Sons Ltd, United Kingdom, 2011. Paperback. Condition: New. Revised Edition. Language: English. Brand new Book. 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. Seller Inventory # BTE9780470828045

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Book Description John Wiley and Sons Ltd, 2011. Condition: New. 2011. Revised Edition. Paperback. 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. Num Pages: 320 pages, Illustrations (chiefly col.). BIC Classification: KJ; KNDR. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 228 x 153 x 27. Weight in Grams: 444. . . . . . . Seller Inventory # V9780470828045

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Book Description John Wiley and Sons Ltd. Condition: New. 2011. Revised Edition. Paperback. 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. Num Pages: 320 pages, Illustrations (chiefly col.). BIC Classification: KJ; KNDR. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 228 x 153 x 27. Weight in Grams: 444. . . . . . Books ship from the US and Ireland. Seller Inventory # V9780470828045

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