Honda

1987-90 UK campaign for Honda. Background described: business objectives to import more expensive cars from Japan and prepare ground for growth in UK-produced cars.
Agency: Butterfield Day Devito HockneyAuthor: John Lowery

Honda

BACKGROUND

In 1977 the Japanese Automobile Manufacturers Association (JAMA) reached agreement with the British Government to restrict voluntarily the imports of Japanese cars to the UK. Quotas were fixed in accordance with each manufacturer's share of the UK market in 1976/77. In Honda's case this meant a 1% share of the market and the company successfully imported 15,000-20,000 cars a year for the next seven to eight years. In the mid-1980s, however, two developments altered this relatively static marketing situation.

The first development took place in Japan, where...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands