Abstract
Toyota Motor Corporation is one of the most successful automakers in the world. Toyota''s luxury brand, Lexus, has achieved extraordinary success in the United States market and is currently the most popular among America''s wealthy consumers. The success of Lexus in the United States can largely be attributed to the high level of customer service that is commonplace in Japanese businesses. Quality customer service is often a rare occurrence in the United States and American consumers greatly appreciate this benefit. However, Toyota Motor Corporation has not been able to duplicate the success of Lexus in the Japanese market. This is largely due to the Japanese mindset and the notion that foreign brands are more exotic. Furthermore, quality customer service is commonplace in Japan, so Lexus cannot gain a competitive advantage as it did in the United States. Finally, European automakers such as BMW, Mercedes-Benz, and Audi are already well entrenched in the Japanese luxury automobile market and frequently engage in marketing measures designed to limit the success of Lexus.
About
Abstract
Toyota Motor Corporation is one of the most successful automakers in the world. Toyota''s luxury brand, Lexus, has achieved extraordinary success in the United States market and is currently the most popular among America''s wealthy consumers. The success of Lexus in the United States can largely be attributed to the high level of customer service that is commonplace in Japanese businesses. Quality customer service is often a rare occurrence in the United States and American consumers greatly appreciate this benefit. However, Toyota Motor Corporation has not been able to duplicate the success of Lexus in the Japanese market. This is largely due to the Japanese mindset and the notion that foreign brands are more exotic. Furthermore, quality customer service is commonplace in Japan, so Lexus cannot gain a competitive advantage as it did in the United States. Finally, European automakers such as BMW, Mercedes-Benz, and Audi are already well entrenched in the Japanese luxury automobile market and frequently engage in marketing measures designed to limit the success of Lexus.