Introduction and Acknowledgments xi
Foreword xvii
By Erwin Lui
Creative Innovation Studio Manager
Calty Design Research, Inc.
Chapter One The Toyoda Way 1
Chapter Two Searching for Bobos 31
Chapter Three Deus Ex Machina 49
Chapter Four From Tahara to the World! 69
Chapter Five The Lexus Covenant 87
Chapter Six Zen and the Art of Automobile Maintenance 109
Chapter Seven Something Wicked This Way Comes 137
Chapter Eight Lexus Nation 159
Epilogue 177
Afterword 189
Coda 219
By Hisao Inoue
Journalist and Author of Toyota Shock (Kodansha: 2009)
Appendix: The Lexus Lineage (1990–2011) 235
Endnotes 239
Index 275
Chester Dawson has worked as a business journalist and editor at several top media outlets, including BusinessWeek, Dow Jones & Co., The Associated Press and Bloomberg News. He spent 10 years as a foreign correspondent in Tokyo reporting on the Japanese economy and specializing in the automotive and financial industries. After serving as International Finance Editor at BusinessWeek magazine’s headquarters in New York, he entered high finance—first at a Japanese hedge fund and then, most recently, in the institutional asset management unit of a Wall Street bank. Mr. Dawson earned his M.A. in East Asian Studies at Harvard University and a B.A. in history with an economics minor at Ohio University. He spent his junior year abroad at Sophia University in Tokyo.
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