The Accidental Marketer by Tom Spitale & Mary Abbazia

Author:Tom Spitale & Mary Abbazia
Language: eng
Format: epub
ISBN: 9781118797396
Publisher: Wiley
Published: 2014-04-22T00:00:00+00:00

Lexus Was also Sparked by a Chairman’s Challenge—But the Similarities End There

Ironically, a similar situation had emerged roughly 20 years earlier during a 1983 meeting at the Japan-based auto manufacturer Toyota. Then-chairman Eiji Toyoda tasked his company executives with the question: “Can we create a luxury vehicle to challenge the world’s best?”

Like VW, competitive pressures may have also been driving Toyota’s entrée into luxury cars. Fellow Japanese automakers Honda and Nissan had both recently announced plans to produce upscale cars.

But the Toyota project, which led to the creation of the Lexus brand, proceeded very differently. While the VW Phaeton engineers focused internally and began working on building a car that embodied 10 predefined (and probably internally defined) parameters, Toyota focused externally on the market—a market the Japanese company realized they needed to know much more about.

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