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Lexus. The Relentless Pursuit. Revised Edition

  • ID: 2243149
  • April 2011
  • 312 Pages
  • John Wiley and Sons Ltd
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20 Years of Defining Perfection

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.
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 READ MORE >

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Introduction and Acknowledgements.

Foreword (Erwin Lui, Creative Innovation Studio Manager, Calty Design Research, Inc).

Chapter One The Toyota Way.

Chapater Two Searching for Bobos

Chapter Three Deus Ex Machina

Chapter Four From Tahara to the World!

Chapter Five The Lexus Covenant.

Chapter Six Zen and the Art of Automobile Maintenance.

Chapter Seven Something Wicked This Way Comes.

Chapter Eight Lexus Nation.



Coda (Hisao Inoue, Journalist and Author of Toyota Shock (Kodansha: 2009).

Appendix: The Lexus Lineage (1990–2011).



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Chester Dawson has worked as a business journalist and editor at several top media outlets, including
BusinessWeek, 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
BusinessWeek 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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