Word: honda
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Dates: during 1990-1999
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Sales of the ultimate yuppie symbol, the BMW, fell to 63,600 in the U.S. last year, a drop of 28% from 1985 levels. Meanwhile, Honda sales increased 29.7%, to 716,500. The sales pitch for autos today would have bored the driving gloves off an '80s car buff: safety features (antilock brakes, air bags), versatility (four doors, built-in child seats) and value. A 1991 Pontiac Grand Prix model sells for under $20,000 but looks (on the outside, anyway) like last year's sporty $26,000 Turbo model...
...experiment in union-management cooperation, which began with the appointment of the U.A.W.'s then president, Douglas Fraser, during Chrysler's dark days of 1980. Chrysler's board shuffle also sparked talk that the troubled company was streamlining itself for a merger with a foreign car company. Possible suitors: Honda, Fiat and Mitsubishi. Whatever Iacocca decides to do, he will have one less dissenting vote to worry about...
...competent cleaner, a loving mother. The women in ads found fulfillment in the supermarket aisles -- and in Maidenform bras. But as millions began to venture beyond the home in the 1970s, the images had to change. Madison Avenue's women developed minds of their own. Consider the female Honda buyer, who thinks like a man. Or Charlie, reaching out to touch someone. Even romance mirrors complex modern reality: the cute young thing in the new Johnnie Walker ad seems to be a divorced mother...
...they had only five years ago, a fact the company is just beginning to tout in its advertisements. Some of GM's car lines actually beat the Japanese. Buick, for example, ranked fifth in the most recent J.D. Power survey of initial quality, placing the GM division ahead of Honda, Nissan, Acura and BMW, among others. The Buick LeSabre model placed ahead of the Acura Legend, Honda Accord and Nissan Maxima on the Power list of the most trouble-free models...
...told, Japanese companies have built 11 new assembly plants in North America, which employ 33,000 workers. The first was Honda, which manufactures Accords and Civics at two plants near Columbus, Ohio. Among the other newcomers are Nissan, which assembles Sentras and pick-up trucks in Smyrna, Tenn., and Toyota, which builds the Camry in Georgetown...