Agency: Butterfield Day Devito Hockney | Author: 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...