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Lexus: The Relentless Pursuit

Amazon.com Price: $17.04 (as of 12/05/2019 16:26 PST- Details)

Categories: Automotive, Biography and History, Books, Business and Money, Company Profiles, Engineering and Transportation, History, Industries, Luxury, Subjects, Transportation

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Description

A at the back of-the-scenes take a 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 each category but price—it used to be US$30,000 cheaper. Within two years, Lexus had overtaken Mercedes-Benz in the USA and made a stunning success of Toyota’s brave foray into the global luxury market.

Lexus: The Relentless Pursuit reveals why Toyota made up our minds to take at the German automakers and how the new brand won praise and success for its unparalleled quality, unforgettable advertising, and unprecedented customer service. From the first boardroom planning session to Lexus’s entry into the mega-luxury supercar market, this is the complete and compelling story of one of the most world’s most admired brands.

Includes a new Foreword by legendary designer Erwin Lui, an Afterword with updates for the reason that first edition, and a new Coda by leading Japanese automotive journalist Hisao Inoue
Covers the racetrack triumph—and tragedy—at the back of the new US$375,000 Lexus LFA supercar
Offers important business lessons for brand managers and executives

For car enthusiasts, business leaders, and any individual 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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