Automobiles are a type of motor vehicle. They generally have four wheels and a steering wheel, seating for one or more passengers, and are powered by a petrol engine. They can be driven by a driver, passenger, or a combination of both.
The automobile industry took off in the U.S. following World War II. Ford, General Motors, and Chrysler became the “Big Three” automakers. These companies produced cars that were both affordable and fuel-efficient. Their products were marketed to adult male consumers. While these vehicles were popular in rural areas, they were not as widespread in urban settings.
By the mid-1960s, the American automobile industry had recovered from the effects of World War II. Auto manufacturers were competing with each other and were able to manufacture a wider variety of models. However, it was not as easy as they had anticipated.
One of the biggest challenges was building a sales network. Initially, Kawashima tried to contact local opinion makers and dealership managers to see if they were interested in selling American Honda’s products. Some directors suggested that they enlist the help of a trading company.
Eventually, Kawashima realized that the existing dealerships could not support a new line of motorcycles. So he set out on a search for a new office location. He eventually found a former photo studio on West Pico Boulevard.
After moving to Torrance, California, Kawashima began his advertising campaign for the Super Cub. His goal was to sell a thousand units per month. For this, he had to find a way to appeal to a wide audience. It was important to get the word out about the Super Cub’s attractive, affordable design and its good performance.
Ads ran in first-class magazines and trade journals. Colorful photos were used to create a sense of fun and excitement. Unlike the tired outlaw image of the past, Honda’s ads were bright, colorful, and cheerful.
Honda’s sales staff was small: a dozen people. Each was responsible for sales in several states. Although the company’s goal was to sell one hundred thousand vehicles, it knew that the road ahead would be tough.
As the company expanded, it introduced Mini-Trail and Dream. In addition, it added optional accessories to its line of products. Many of the advertisements ran in general-interest magazines. Ultimately, the company’s sales network expanded to include three coastal states.
Despite its early challenges, American Honda has been successful in building its roots in America. It has also faithfully served as the base for its North American expansion. Among its many accomplishments, the company is known for its extensive user survey program. Using its survey results, the company has been able to improve the entire product line.
In addition to expanding the company’s customer-satisfaction surveys, American Honda’s advertising campaigns have shaped the company’s image as a global brand. This is especially true for the Honda CR-X, which was first designed for the U.S. market in 1983.
Throughout the 1960s, American Honda held a variety of promotional events, including a Holiday in Japan program. Top-selling dealers and their spouses were invited to attend.