Lexus: The Relentless Pursuit

by Chester Dawson

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.

Genres: Management

331 pages, Kindle Edition

First published September 6, 2004

Reviews

[Jay Honeycutt · Rating 3 out of 5]

A surprisingly engaging narrative of the high-stakes gamble that was Lexus.

One need not be a car-nut to appreciate the business opportunities, design challenges, political maneuvering, customer service - lessons to be learned in this book.

Perhaps I am too bound to the linear telling of a tale, but I found the author's jumping around a bit distracting, but that is his choice.

Overall, a very satisfying read.

If nothing else, the book is well worth the time to extract the remarkable Lexus design philosophy:

- seamless anticipation
- intriguing elegance
- incisive simplicity

Kewl!

[Marty Greenwell · Rating 5 out of 5]

A bit encyclopedic and chronological, but to any lover of the marque, it tells the story we all know. The Lexus LS 400 was an incredible car, as was the RX 300. The story just doesn't tell the beginning but the first 15 years, with its UPs and downs.

[thirtytwobirds · Rating 3 out of 5]

I wish it would have focused more on the engineering side of things instead of on Business Guys in Business Suits, but it was still interesting.

[Angel Valenzuela · Rating 4 out of 5]

Learned a ton about the management philosophy of Lexus and the original lineup.

[Leader Summaries · Rating 5 out of 5]

Desde Leader Summaries recomendamos la lectura del libro Lexus, de Chester Dawson.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: management, análisis de empresas y líderes de éxito.
En el siguiente enlace tienes el resumen del libro Lexus, Relato del impresionante esfuerzo de investigación y desarrollo empleado por Toyota en la creación del Lexus: Lexus