How Toyota Created Lexus-Toyota's Organizational Capabilities That Realized "From Japan to the World"

How Toyota created Lexus

The biggest message I want to convey in this book is "From Japan to the World." Toyota, as Japan's representative global company, will launch Lexus to the world based on Japan's value, Japanese culture, and Japanese goodness. Regarding this "From Japan to the World", I described how Lexus was developed and marketed, and the organization and leadership that made it possible. All information was obtained by direct interviews with Toyota and affiliated companies.

Japanese companies (mostly manufacturing companies) that develop global businesses provide quality products to people all over the world. Toyota also falls into this category. However, although the product is excellent as a product as a mechanical device, people in the world do not directly see the Japanese value, Japanese culture, or the goodness of Japan. On the other hand, people who buy luxury brands find the culture and goodness of the country there. Toyota has challenged to incorporate the essence of Japanese culture into global premium brand vehicles in the extremely general-purpose product business of automobiles. Wealth customers around the world buy luxury brand cars Lexus from Japan. A completely new business development of a general-purpose automobile manufacturer was Lexus. How was the development and marketing of the essence of Japanese culture incorporated into a product called Lexus? This is the first meaning of "from Japan to the world."

The second meaning of "from Japan to the world" can be found in Toyota's organization and leadership that enabled its development and marketing activities. Toyota is an extremely Japanese company, but it is already a leading company in the world. In Toyota's DNA, there must be lurking in how to create and operate a world-class organization and how to exercise leadership. Clarifying Toyota's organizational capabilities by studying the case of Lexus. This is the essential purpose of this book.