AUTHORS ON ASIA Lexus: The Relentless Pursuit

February 3, 2005
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Corporate Program past event

Thursday, February 3
Evening lecture
6:30 – 8 pm

Chester C. Dawson III, International Finance Editor, BusinessWeek

Naomi Moriyama, President, The Moriyama Group

The debut of the Lexus LS 400 sent shockwaves throughout the automotive industry in 1989. As Toyota’s first foray into the global luxury market, no expense was spared in its development, and six years, 450 prototypes and $1 billion later, that investment paid off. Within two years, Lexus overtook Mercedes-Benz as bestselling luxury import in the U.S., yet the road to success was anything but smooth. How did Toyota come to dominate one of the most competitive, high-profile and lucrative markets in the world? What does it take to build a global luxury brand? Chester Dawson, former Tokyo correspondent and now international finance editor for BusinessWeek, shares the fascinating story of strategic smarts as well as calculated risks that built Lexus.

Followed by a reception and booksigning.

Admission: Corporate members are entitled to a designated number of free admissions to this event, based on their company’s current membership level, and can order tickets by contacting Tomoko Okuno at (212) 715-1247 or [email protected]. These reservations must be made at least 48 hours prior to the event. Additional corporate members and individual members pay the discounted rate of $8. Nonmembers: $10. Students and seniors: $5.

General members and non-members please order tickets below or call the Japan Society box office at (212) 752-3015 from Monday to Friday, 10 am – 4:45 pm.



  • Thursday, February 3, 2005
  • 6:30 pm