Lexus: The Relentless Pursuit

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In 1989 German brands BMW and Mercedes-Benz dominated the luxury car market. Overnight, their world was changed by the launch of a brand new vehicle. The maverick newcomer was quicker, quieter, more economical and a full US$30,000 cheaper than its rivals. That car, the Lexus LS 400, sent shockwaves throughout the world's automotive industry. It was Toyota Motor Corporation's first foray into the global luxury market. Within two years of its introduction, Lexus overtook Mercedes-Benz for the crown of best-selling luxury import brand in the U.S. and had clinched top place in J.D. Power & Associates influential ratings for quality and service.This revised edition of Lexus: The Relentless Pursuit includes a new Foreword by legendary designer Erwin Lui, an Afterword with updated material and a Coda by leading Japanese auto journalist Hisao Inoue. Plus:Find out what drove the Lexus brand's success: the how's and why's of its reputation for top-notch quality, those unforgettable advertising campaigns and bespoke customer serviceGet the inside story on the growing pains of Toyota Motor's luxury division, its vehicle development plans and the lawsuits that almost derailed the brandDiscover how Lexus stumbled into its most successful line of vehicles: the luxury SUVs typified by the RX seriesUnderstand the boardroom intrigue as Toyota-and the Lexus brand-survived constant leadership change in Japan and U.S.Take a virtual tour of Toyota Motor's crown jewel factoriesDelve into the race track triumph-and tragedy-behind the new $375,000 Lexus LFA ''Supercar.''This book is essential reading for automotive and business professionals.

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Pagina's: 300, Editie: Revised, Paperback, Wiley