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Lexus: The Relentless Pursuit

A behind-the-scenes 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 every category but price―it was US$30,000 cheaper. Within two years, Lexus had overtaken Mercedes-Benz in the United States and made a stunning success of Toyota’s brave foray into the global luxury market. Lexus: The Relentless Pursuit reveals why Toyota decided to take on 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 world's most admired brands. Includes a new Foreword by legendary designer Erwin Lui, an Afterword with updates since the first edition, and a new Coda by leading Japanese automotive journalist Hisao Inoue Covers the racetrack triumph―and tragedy―behind the new US$375,000 Lexus LFA supercar Offers important business lessons for brand managers and executives For car enthusiasts, business leaders, and anyone interested in branding and marketing, Lexus: The Relentless Pursuit offers an amazing story of excellence and innovation in the automotive industry.

Product details

• Hardcover : 199 pages


• Title : Lexus: The Relentless Pursuit


• Language : English


• ISBN-10 : 470828048

 

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Lexus: The Relentless Pursuit: Dawson, Chester
Lexus: The Relentless Pursuit reveals why Toyota decided to take on 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 world's most admired brands.
Lexus: The Relentless Pursuit by Chester Dawson
Lexus: The Relentless Pursuit. A fascinating insight into how Toyota conceived, developed and launched its own luxury car brand Lexus. This remarkable success story will explain how the Japanese giant went from zero to 25% share of the luxury car market in the space of only ten years.
Lexus: The Relentless Pursuit: Dawson, Chester: com
Lexus: The Relentless Pursuit reveals why Toyota decided to take on 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 world's most admired brands.
Lexus: The Relentless Pursuit Chester Dawson Google Books
Lexus: The Relentless Pursuit reveals why Toyota decided to take on the German automakers and how the new brand won praise and success for its unparalleled quality, unforgettable advertising, and...
Lexus: The Relentless Pursuit, Revised Edition | Wiley
Lexus: The Relentless Pursuit reveals why Toyota decided to take on 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 ...
Lexus: The Relentless Pursuit: co uk: Dawson
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.
Lexus: The Relentless Pursuit | Lexus Enthusiast
The first edition of Lexus: The Relentless Pursuit was the first and only book I read before starting this website, and it’s been a resource I’ve turned to numerous times in the last four years, so being asked to contribute a quote was a honor and a privilege. If you’re at all interested in the history of Lexus, this is the book for you.
The Relentless Pursuit of Perfection: The Lexus Brand
The Relentless Pursuit of Perfection: The Lexus Brand Strategy Sudip Verma October 19, 2012 The now famous “Balance” ad, part of the initial series of commercials introducing the LS 400 to the US...
com: Customer reviews: Lexus: The Relentless Pursuit
It briefly covers the history of Toyota before and after WWII and establishes the context for the launching of the Lexus brand in 1989 with the LS400. An alternative title might be: "Lexus: The Relentless Pursuit of German Luxury" since the company's main focus during the initial planning stages was to exceed in quality and reliability but significantly undercut in price the BMW 7 series and Mercedes Benz SL500.

Book title: Lexus: The Relentless Pursuit
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