Lexus - 2nd Edition by Chester Dawson (Paperback)
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<p/><br></br><p><b> Book Synopsis </b></p></br></br><b>A behind-the-scenes look at Lexus's surprising twenty-year success story--in a revised new edition</b> <p>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.</p> <p><i>Lexus: The Relentless Pursuit</i> 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.</p> <ul> <li>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</li> <li>Covers the racetrack triumph--and tragedy--behind the new US$375,000 Lexus LFA supercar</li> <li>Offers important business lessons for brand managers and executives</li> </ul> <p>For car enthusiasts, business leaders, and anyone interested in branding and marketing, <i>Lexus: The Relentless Pursuit</i> offers an amazing story of excellence and innovation in the automotive industry.</p><p/><br></br><p><b> From the Back Cover </b></p></br></br><b>20 Years of Defining Perfection</b> <p>The author takes us on a breathtaking <i>genchi-genbutu</i> (meaning go and see) as if we are in Toyota City. A must-read for a car nut.<br /> <b>Shin Sano</b><br /> CEO, Sano Research<br /> Assistant Research Professor, Illinois Institute of Technology's Institute of Design</p> <p>With 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. <i>Lexus: The Relentless Pursuit</i> 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.<br /> <b>Kevin R.E. Watts</b><br /> Editor, <i>The Lexus Enthusiast</i></p> <p><b>Praise for the Hard Cover Edition</b></p> <p>Toyota 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.<br /> <b>Ezra F. Vogel</b><br /> Henry Ford II Research Professor of the Social Sciences, Emeritus<br /> Harvard University</p> <p>Chester 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.<br /> <b>Michael Silverstein</b><br /> Senior Vice President, The Boston Consulting Group</p> <p>While 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. <i>Lexus: The Relentless Pursuit</i> 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.<br /> <b>Micheline Maynard</b><br /> Author of <i>The End of Detroit: How the Big Three Lost Their Grip on the American Car Market</i></p><p/><br></br><p><b> About the Author </b></p></br></br><b>Chester Dawson</b> has worked as a business journalist and editor at several top media outlets, including <i>BusinessWeek</i>, 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 <i>BusinessWeek</i> 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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