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 t…
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The Lexus brand 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.
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 previo…
The author takes us on a breathtaking "genchi-genbutu" (meaning "go and see") as if we are in Toyota City. A must-read for a car nut. Shin Sano, CEO, Sano Research, Assistant Research Professor, Illinois Institute of Technology's Institute of Design. With his strong focus on th…