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.
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
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.
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.
Author of The End of Detroit: How the Big Three Lost Their Grip on the American Car Market
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).