Author(s): Chester Dawson
The Lexus brand’s 0-60 ascent from obscurity into the ranks of the world’s top automotive brands in the space of a little more than a decade is one of the great – but largely untold- business success stories. This book draws on a variety of both written sources (including previously undisclosed material) and first hand interviews in English and Japanese to bring this remarkable tale for the first time to the in-boxes and coffee tables of wealthy owners of Lexus vehicles – or the many who aspire to own them – and sales and marketing execs worldwide. The revised and updated paperback edition charts the second decade at the top for Lexus and details the perils that faced the brand and its corporate parent in 2009-2010. Plus, a revealing new foreword by a top Lexus/Toyota designer looks back at and what’s ahead for the brand.