Japan Aims For Tenth Of Car Market

Press, Volume CVI, Issue 31119, 23 July 1966, Page 19

Japan Aims For Tenth Of Car Market

“The Press* 9 Special Service AUCKLAND, July 22. Japanese cars will achieve a 10 to 15 per cent share of the New Zealand market within five years, Mr I. Wuchida, managing director of overseas trading for Hino Motors, of Tokyo, predicted in Auckland. Mr Wuchida said that the figure should be attained without any difficulty in that time.

At present all non-British cars together total only about 7.5 per cent of New Zealand imports. The Japanese share is not much more than .5 per cent, rising to almost 1 per cent this year with local assembly of two more models. Mr Wuchida is in New Zealand to launch one of these models, the Hino Contessa 1300, at a ceremony in Thames when the first examples of the model will come off the production line at the Campbell Industries, Ltd., assembly plant. He will go to Wellington

to put a case to Government officials for permission to assemble at least double the present production limit of 300 Contessas a year. Assembly of 300 vehicles a year was not economic, said Mr Wuchida. The minimum economic figure was 500 cars a year. Mr Wuchida said he expected Japanese car exports to New Zealand would grow as Japan bought more New Zealand butter, cheese, wool and timber. But it depended on the international trade situation, he said. Hino Motors is the secondlargest heavy vehicle producer in Japan.

IT 1s not a question of yout ability to stand the cost of advertisement—but being able to survive without tt. The thing one has to consider is not only an extension of your business but of holding what you already have. Advertising not only does not Increase the cost of the advertised article, but, on the contrary, makes economies possible that benefit consumers.