Abstracts » Business, international

Retro-chic

Article Abstract:

Nissan, the second-largest car manufacturer in Japan, suffers from a lack of name recognition in the US. In mid-1996, only 69% of Americans recognized the Nissan name whereas Toyota had an 81% name recognition rate. To build name recognition, Nissan's new $200 million TV advertising campaign focuses on raising its overall profile rather than on promoting particular car models. One of its advertisements contains a model of a car which it no longer makes, while another contains no cars at all in the belief that it needs to build name recognition, not public awareness about its cars. Nissan's US sales dropped by 3.4% in 1994, and its US market share it expected to erode further in 1997.

Advertising, Nissan Motor Company Ltd.

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Numbers racket: U.S. and Japan face off over car trade

Article Abstract:

The US-Japan dispute over automobile and auto parts sales has flared up again but a more complex global car market may render most of the arguments moot. While Japan exported $40.3 billion in automotive goods to the US in 1994, it imported only $3.5 billion worth. However, US auto makers brought in to the US more Japanese cars than did the big Japanese car makers, and most car exports from the US came from Japanese car plants there. US car-parts makers' claims appear stronger, and may go before the World Trade Organization.

United States, Japan, International relations, Japanese foreign relations, United States foreign relations, Balance of trade

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See you in court

Article Abstract:

A legal dispute has arisen over Indonesia's national-car project which involves the youngest son of President Suharto and Kia Motors from South Korea. Indonesia argues that it needs such a project in order to be able to compete when tariffs are lowered in 2003. The US, Japan and the European Union argue that this project contravenes the General Agreement on Tariffs and Trade, Article 1, relating to discriminatory tariffs which are not permitted except where free-trade areas have been set up.

Laws, regulations and rules, Economic policy, Indonesia, Kia Motors Corp.

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