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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• Introduction and Acknowledgments xiForeword xviiBy Erwin LuiCreative Innovation Studio ManagerCalty Design Research, Inc.Chapter One The Toyoda Way 1Chapter Two Searching for Bobos 31Chapter Three Deus Ex Machina 49Chapter Four From Tahara to the World! 69Chapter Five The Lexus Covenant 87Chapter Six Zen and the Art of Automobile Maintenance 109Chapter Seven Something Wicked This Way Comes 137Chapter Eight Lexus Nation 159Epilogue 177Afterword 189Coda 219By Hisao InoueJournalist and Author of Toyota Shock (Kodansha: 2009)Appendix: The Lexus Lineage (1990–2011) 235Endnotes 239Index 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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• Introduction and Acknowledgments xiForeword xviiBy Erwin LuiCreative Innovation Studio ManagerCalty Design Research, Inc.Chapter One The Toyoda Way 1Chapter Two Searching for Bobos 31Chapter Three Deus Ex Machina 49Chapter Four From Tahara to the World! 69Chapter Five The Lexus Covenant 87Chapter Six Zen and the Art of Automobile Maintenance 109Chapter Seven Something Wicked This Way Comes 137Chapter Eight Lexus Nation 159Epilogue 177Afterword 189Coda 219By Hisao InoueJournalist and Author of Toyota Shock (Kodansha: 2009)Appendix: The Lexus Lineage (1990–2011) 235Endnotes 239Index 275