The Lexus Story: The Behind-The-Scenes Story of the #1 Automotive Luxury Brand

About this book

When Lexus launched fifteen years ago the idea of a Japanese brand that would compete fender to fender with Mercedes-Benz BMW and Cadillac seemed preposterous. But Lexus first sedan shocked the world. The result of hundreds of prototypes the work of more than 1 000 engineers and some $1 billion the Lexus LS 400 pioneered new ground. Within just a few years Lexus had transformed itself from an unlikely outsider into one of the industrys leaders as it redefined the idea of the luxury vehicle while also building a dealer network that gave unprecedented attention to service. The Lexus Story describes the brands rapid ascent-and its travails along the way. The Lexus Story is the first journalistic telling of the history of this extraordinary company. And it is the only account afforded full access to the designers engineers dealers and company leaders who molded the cars and the brand. The Lexus Story takes readers deep inside the making of first-class automobiles from the creative sparks kindled in Lexus far-flung design studios to the engineering refinements that translate ideals of performance and luxury into steel glass and rubber. Designed to be both readable and visually welcoming with more than 200 full-color photographs The Lexus Story is a compelling history of a world-class brand.