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 the Lexus LS 400, a car that could compete with the Germans in every category but price--it was US$30,000 cheaper. Within two years, Lexus had overtaken Mercedes-Benz in the United States and made a stunning success of Toyota's brave foray into the global luxury market.
Lexus: The Relentless...
A behind-the-scenes look at Lexus's surprising twenty-year success story--in a revised new edition
