Lexus (PDF)

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.