Lexus Books - History and Models

Lexus - The Relentless Pursuit

In the 1980s, BMW and Mercedes-Benz dominated the luxury car market, with little concern about Japanese competition. That changed in 1989, when Toyota launched the Lexus LS 400, a vehicle that matched the Germans in every aspect except price - it was $30.000 cheaper.

Within two years, Lexus surpassed Mercedes-Benz in the United States, proving the success of Toyota's bold entry into the global luxury market.

"Lexus: The Relentless Pursuit" explains why Toyota challenged the German brands and how Lexus gained acclaim through outstanding quality, memorable advertising, and exceptional customer service.

The book traces the brand from its earliest planning stages to its expansion into the ultra-luxury supercar segment, offering a detailed account of Lexus's rise to become one of the world's most respected automotive brands.

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