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Lexus: The Relentless Pursuit, Revised Edition
John Wiley and Sons Ltd, April 2011, Pages: 300
The Lexus brands 0-60 ascent from obscurity into the ranks of the worlds top automotive brands in the space of a little more than a decade is one of the great - but largely untold- business success stories. This book draws on a variety of both written sources (including previously undisclosed material) and first hand interviews in English and Japanese to bring this remarkable tale for the first time to the in-boxes and coffee tables of wealthy owners of Lexus vehicles - or the many who aspire to own them - and sales and marketing execs worldwide. The revised and updated paperback edition charts the second decade at the top for Lexus and details the perils that faced the brand and its corporate parent in 2009-2010. Plus, a revealing new foreword by a top Lexus/Toyota designer looks back at and whats ahead for the brand.
The author takes us on a breathtaking “genchi-genbutu” (meaning “go and see”) as if we are in Toyota City. A must-read for a car nut.
Reviews:
Shin Sano
CEO, Sano Research
Assistant Research Professor, Illinois Institute of Technology’s Institute of Design
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. Lexus: The Relentless Pursuit 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.
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-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.
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 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.
Michael Silverstein
Senior Vice President, The Boston Consulting Group
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. Lexus: The Relentless Pursuit 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.
Micheline Maynard
Author of The End of Detroit: How the Big Three Lost Their Grip on the American Car Market
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