{"product_id":"lexus-the-relentless-pursuit-paperback","title":"Lexus: The Relentless Pursuit - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eChester Dawson\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003cb\u003eA behind-the-scenes look at Lexus's surprising twenty-year success story--in a revised new edition\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e \u003cp\u003e\u003ci\u003eLexus: The Relentless Pursuit\u003c\/i\u003e 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIncludes 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\u003c\/li\u003e \u003cli\u003eCovers the racetrack triumph--and tragedy--behind the new US$375,000 Lexus LFA supercar\u003c\/li\u003e \u003cli\u003eOffers important business lessons for brand managers and executives\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFor car enthusiasts, business leaders, and anyone interested in branding and marketing, \u003ci\u003eLexus: The Relentless Pursuit\u003c\/i\u003e offers an amazing story of excellence and innovation in the automotive industry.\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003eIn 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 \u0026amp; Associates influential ratings for quality and service.\u003cbr\u003e \u003cbr\u003e This revised edition of \u003ci\u003eLexus: The Relentless Pursuit\u003c\/i\u003e 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: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e 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 \u003c\/li\u003e \u003cli\u003e 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 \u003c\/li\u003e \u003cli\u003e Discover how Lexus stumbled into its most successful line of vehicles: the luxury SUVs typified by the RX series \u003c\/li\u003e \u003cli\u003e Understand the boardroom intrigue as Toyota--and the Lexus brand--survived constant leadership change in Japan and U.S. \u003c\/li\u003e \u003cli\u003e Take a virtual tour of Toyota Motor's crown jewel factories \u003c\/li\u003e \u003cli\u003e Delve into the race track triumph--and tragedy--behind the new $375,000 Lexus LFA \"Supercar.\" \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis book is essential reading for automotive and business professionals.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003cb\u003e20 Years of Defining Perfection\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe author takes us on a breathtaking \"\u003ci\u003egenchi-genbutu\u003c\/i\u003e\" (meaning \"go and see\") as if we are in Toyota City. A must-read for a car nut.\u003cbr\u003e \u003cb\u003eShin Sano\u003c\/b\u003e\u003cbr\u003e CEO, Sano Research\u003cbr\u003e Assistant Research Professor, Illinois Institute of Technology's Institute of Design\u003c\/p\u003e \u003cp\u003eWith his strong focus on the personalities behind the brand, Chester Dawson has crafted a compelling insider look at Lexus and its whirlwind history, from the company's risky beginnings and earliest setbacks to the current challenges it faces as the number one luxury car manufacturer in the United States. \u003ci\u003eLexus: The Relentless Pursuit\u003c\/i\u003e is an essential read that I would recommend to both Lexus enthusiasts and anyone else looking for real insight into one of the world's most successful business stories.\u003cbr\u003e \u003cb\u003eKevin R.E. Watts\u003c\/b\u003e\u003cbr\u003e Editor, \u003ci\u003eThe Lexus Enthusiast\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePraise for the Hard Cover Edition\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eToyota is the best car company in the world. From a truck-maker in World War II to a carmaker in the 1950s to a Lexus maker in the 1980s, it excels everywhere. Chester Dawson is a Japanese-speaking investigative reporter who has got the inside story of Lexus and made it come alive.\u003cbr\u003e \u003cb\u003eEzra F. Vogel\u003c\/b\u003e\u003cbr\u003e Henry Ford II Research Professor of the Social Sciences, Emeritus\u003cbr\u003e Harvard University\u003c\/p\u003e \u003cp\u003eChester Dawson brings to life the story of Lexus. This is a tale of invention, consumer insight, dedication and resolve. Dawson tells the story with drama, vision and insider detail. He unlocks the keys to how Toyota took a vague idea and turned it into a flagship brand and a new automotive icon.\u003cbr\u003e \u003cb\u003eMichael Silverstein\u003c\/b\u003e\u003cbr\u003e Senior Vice President, The Boston Consulting Group\u003c\/p\u003e \u003cp\u003eWhile Detroit is still trying to figure out how Toyota made Lexus the best-selling luxury brand in the United States, Chester Dawson has dissected the Lexus story in an enlightening way. \u003ci\u003eLexus: The Relentless Pursuit\u003c\/i\u003e brings to life the personalities who brought about an automotive phenomenon. This is a must-read not only for car buffs, but for any manager or executive who wants to understand how to create, sustain and expand an elite brand.\u003cbr\u003e \u003cb\u003eMicheline Maynard\u003c\/b\u003e\u003cbr\u003e Author of \u003ci\u003eThe End of Detroit: How the Big Three Lost Their Grip on the American Car Market\u003c\/i\u003e\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eChester Dawson\u003c\/b\u003e has worked as a business journalist and editor at several top media outlets, including \u003ci\u003eBusinessWeek\u003c\/i\u003e, Dow Jones \u0026amp; 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 \u003ci\u003eBusinessWeek\u003c\/i\u003e 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.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 300\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.11 x 8.96 x 6.08 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e April 19, 2011\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45346827567206,"sku":"9780470828045","price":32.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0599\/7255\/0758\/files\/MDEzb0xkY0Y3OVFLc1R6T2FIellHUT09.webp?v=1774986621","url":"https:\/\/infinitylightwa.com\/products\/lexus-the-relentless-pursuit-paperback","provider":"Infinity Light","version":"1.0","type":"link"}