Lexus

The author takes us on a breathtaking &#8220;<i>genchi-genbutu</i>&#8221; (meaning &#8220;go and see&#8221;) as if we are in Toyota City. A must-read for a car nut.<br> <br> <b>Shin Sano</b><br> <i>CEO, Sano Research</i><br> <i>Assistant Research Professor, Illinois Institute of Technology&#8217;s Institute of Design</i><br> <p> With his strong focus on the personalities behind the brand, Chester Dawson has crafted a compelling insider look at Lexus and its whirlwind history, from the company&#8217;s risky beginnings and earliest setbacks to the current challenges it faces as the number one luxury car manufacturer in the United States. <i>Lexus: The Relentless Pursuit</i> is an essential read that I would recommend to both Lexus enthusiasts and anyone else looking for real insight into one of the world's most successful business stories.<br> <br> <b>Kevin R.E. Watts</b><br> <i>Editor, The Lexus Enthusiast</i> <p> <br> <b>Praise for the Hard Cover Edition</b><br> Toyota is the best car company in the world. From a truck-maker in World War II to a carmaker in the 1950s to a Lexus maker in the 1980s, it excels everywhere. Chester Dawson is a Japanese-speaking investigative reporter who has got the inside story of Lexus and made it come alive.<br> <br> <b>Ezra F. Vogel</b><br> <i>Henry Ford II Research Professor of the Social Sciences, Emeritus<br> Harvard University</i><br> <p> Chester Dawson brings to life the story of Lexus. This is a tale of invention, consumer insight, dedication and resolve. Dawson tells the story with drama, vision and insider detail. He unlocks the keys to how Toyota took a vague idea and turned it into a flagship brand and a new automotive icon.<br> <br> <b>Michael Silverstein</b><br> <i>Senior Vice President, The Boston Consulting Group</i><br> <p> While Detroit is still trying to figure out how Toyota made Lexus the best-selling luxury brand in the United States, Chester Dawson has dissected the Lexus story in an enlightening way. <i>Lexus: The Relentless Pursuit</i> 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.<br> <br> <b>Micheline Maynard</b><br> <i>Author of</i> The End of Detroit: How the Big Three Lost Their Grip on the American Car Market