Lexus

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.