Word: toyotas
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...Tokyo's wartime conqueror turned No. 1 trading partner (see Symposium, page 90). Fully 30% of Japan's exports go to the U.S. As recently as 1964, Japan bought more than it sold in U.S. trade. Since then, the popularity of Sony TVs, Nikon cameras, Panasonic radios, Toyota and Datsun cars, and Honda and Yamaha motorbikes has turned the picture upside down. Materials-short Japan is a big and growing consumer of American coal, lumber and even soybeans, but in each of the past three years its sales to the U.S. have exceeded its purchases by more than $1 billion...
...market. Instead, imports so far in 1971 are accounting for 15.5% of all cars sold in the U.S. In January, sales of American-made cars jumped to an imposing 16% above a year earlier-but import sales leaped by a startling 26%. Japanese makers are posting the largest gains. Toyota's U.S. sales in January almost doubled from the level of the previous year, to 20,016 cars; Datsun's almost tripled...
More than anything else, it is the worker's attitude toward his job that accounts for Japan's labor peace. The average machine-tool operator at Toyota was raised in an atmosphere of obedience that he has never really shed. He is not overly attached to such Western values as individual liberty. He views the company as an extension of all his other social relationships, not, as many Westerners see it, a world apart. A worker's job is often more important to him than his home life, a fact that most Japanese wives accept with equanimity...
...combat the inroads made by the imports, which have lately captured more than 15% of the nation's auto market, American Motors has brought out the Gremlin, General Motors has introduced the Vega, and Ford the Pinto. In anxious counterattack, Germany's Volkswagen and Japan's Toyota are mounting an assault with new models at prices that remain equal to or lower than those of competitive U.S. cars...
...with Power. In September, Toyota, the fastest-rising foreign automaker in the U.S., introduced a 1971 Corolla that is just about the same in size and price as the smallest Volkswagen. Listed at $1,798, not counting preparation costs, local taxes and transportation, the sporty '71 Corolla has white sidewalls and tinted glass as standard equipment. Its engine winds up to 73 h.p.-more than Volkswagen's, but less than the U.S. models...