Lexus: The Relentless Pursuit
Chester Dawson
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 ... Read more
- 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.
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