Description
Book SynopsisA 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.
Table of ContentsIntroduction and Acknowledgments xi
Foreword xvii
By Erwin Lui
Creative Innovation Studio Manager
Calty Design Research, Inc.
Chapter One The Toyoda Way 1
Chapter Two Searching for Bobos 31
Chapter Three Deus Ex Machina 49
Chapter Four From Tahara to the World! 69
Chapter Five The Lexus Covenant 87
Chapter Six Zen and the Art of Automobile Maintenance 109
Chapter Seven Something Wicked This Way Comes 137
Chapter Eight Lexus Nation 159
Epilogue 177
Afterword 189
Coda 219
By Hisao Inoue
Journalist and Author of Toyota Shock (Kodansha: 2009)
Appendix: The Lexus Lineage (1990–2011) 235
Endnotes 239
Index 275
