Word: honda
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Dates: during 1960-1969
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...coolest customers in the U.S. these days are the nation's teenagers, who number 22 million and are growing as a group three times faster than the total population. Today's teen-ager seems less excited by his new Impala or Honda and his closetful of clothes than his father was about a new baseball glove. The real excitement is coming from the merchants, the admen and the market researchers, who are just beginning to realize fully the enormous potential that faces them. Teen-agers now have an income of about $12 billion a year-and they spend...
...triple-decker golf driving range near the Tokyo Tower, four full-scale symphony orchestras, three opera companies, three baseball parks (drawing as many as 45,000 spectators a night) and of course there is the Kabuki Theater. There is also Tokyo's industry to be seen-the vast Honda plant that cranks out motorcycles of all sizes and speeds (see MODERN LIVING); the glittering edifices of the banking and manufacturing cartels; the movie industry that has given the screen the best and cheapest imitations of U.S. cornball westerns ever made, as well as great directors such as Akira Kurosawa...
Tweeds & Pinstripes. The single man most responsible for the craze is an energetic, 58-year-old blacksmith's son named Soichiro Honda, who began putting motors on bicycles after World War II, soon developed a lightweight motorbike of his own design. Honda machines beat the best in Europe's Grand Prix races in 1959; then, under the high-octane direction of U.S. Sales Manager Jack McCormack (now with rival firm Suzuki), Honda went after the U.S. civilian...
McCormack was not interested in the black-leather-jacket set. He peopled his ads with hair-in-the-wind young lovers, bowler-hatted executives and pert grandmas-along with the slogan: "You meet the nicest people on a Honda." From a standing start, sales revved up to $31,921,995 last year and an estimated $67 million this year. Two other Japanese firms (Suzuki and Yamaha) have jumped in to share the bonanza, and their combined sales will amount to about $28 million by year...
ACCION'S philosophy, as one leader puts it, is "not to give people alms, but to give them confidence in their own ability." At the Canada Honda slum in Maracaibo, residents organized by ACCION volunteers recently pitched in to build a community center, proudly naming it Nuestro Esfuerzo (Our Effort). Two years ago at the notorious Barrio la Linea outside Caracas, Communists sabotaged their projects and intimidated residents, but a new sense of community pride won out. One Communist leader is now a regular volunteer worker...