Lexus: The Relentless Pursuit John J. Pilch When you set out to

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Lexus: The Relentless Pursuit John J. Pilch When you set out toA 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