LEXUS:THE RELENTLESS PURSUIT

fascinating insight into how Toyota conceived, developed and launched its own luxury car brand - Lexus. This remarkable success story will explain how the Japanese giant went from zero to 25% share of the luxury car market in the space of only ten years.

Chester C. Dawson III is an editor at BusinessWeek magazine?s headquarters in New York and a frequent contributor to the magazine?s automotive industry coverage. Previously, he spent ten years in Tokyo covering Japan Inc.?s ?lost decade? for BusinessWeek, Far Eastern Economic Review, The Associated Press and Bloomberg News.

He graduated with a M.A. degree from Harvard University in 1993 and earned his B.A. at Ohio University the previous year after spending his junior year abroad at Sophia University in Tokyo.