Word: honda
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Dates: during 1960-1969
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...first two days, it was a matter of learning this sort of thing," said one Marine commander, Colonel Ernest Cheatham. "The Marines haven't fought a fight like this since Seoul, back in 1950." As more and more blocks fell to the Marines, they commandeered brightly colored Honda motorcycles, small buses and cars, to ferry themselves back and forth to the action...
Before last year, for example, the northern town of Yurimaguas could not boast a single motor vehicle. Last week trucks and buses rattled over its freshly concreted streets, stony-faced Indian women raced about on sleek Honda motorbikes, and stores were stocked with everything from American canned tomatoes to cold German beer. On down the road at Tarapoto, the local airport now handles more freight than any other in Peru except Lima. Along with Ford and Chevrolet agencies, Tarapoto has also sprouted no-parking signs and one-way streets...
European auto manufacturers view the Japanese products as a market threat-with good reason. Honda, for example, expects to sell 12,000 of its cars within twelve months. In France during the first nine months of this year, 2,307 Japanese cars were sold, compared with 182 for all of 1966. As in Britain, Honda is making a big splash, and has already taken 7,000 orders for its mini-series for delivery next year. And in Belgium, Toyota's Corolla, Crown and Corona models trebled last year's sales of 1,000 in the first nine months...
Vital Issue. Most vocal in criticizing the autos from the East is British Motor Corporation. In January, Honda entered the British market with the 5800 sports car selling for $250 less than B.M.C.'s MGB. Now it will offer the N-360, an air-cooled two-cylinder car that even with extras sells for $140 less than B.M.C.'s comparable minimodel...
B.M.C., which claims that the Japanese cars are poorly trimmed and underpowered, has fought Honda's efforts to establish a dealership network. Says Lester Suffield, B.M.C.'s deputy managing director in charge of sales: "Of course we are getting tough. It has taken us 50 years to build up our sales network, and we don't intend to give one inch on this vital issue." Especially grating is the fact that the little Japanese cars coming into Britain pay a 22% duty, while mini-size cars entering Japan...