editorial: Honda, Toyota & the US market.

How Honda and Toyota took over the U.S. market.

In the past fifty years, the US auto market has declined tremendously.  With the recent bankruptcy and unsteady industry forecasts, Americans feel uneasy giving their hard earned money to a faltering establishment.  As a result, foreign auto makers like Honda and Toyota are capitalizing on the prospect, raking in all of the U.S. auto business.  In addition, Honda and Toyota continue to break the barrier of new technologies which astound the industry time and time again.

Honda has enjoyed much success in the U.S. auto markets.  With the introduction of the Civic in 1975, Honda’s popularity rose with each passing year.  The new, lighter Honda Civic rivaled its U.S. competition with its low weight and small exterior.  Furthermore, the EPA, in order to reduce emissions, required the addition of expensive catalytic converters in all cars manufactured for the United States auto industry.  As a result, sticker prices rose while consumer demand plummeted.

As American auto makers rebuilt their exhaust systems, Honda busied themselves with the creation of the new CVCC stratified charge engine.   Cars built with these new engines passed the required emissions tests without the need for expensive catalytic converters.  This charge engine technology burst onto the scene with the 1975 Honda Civic, a car met with extreme consumer demand.  With the rising costs of gas and auto insurance, Americans turned their focus to the Japanese auto maker to save money.

Honda spread its wings further in 1982 with the construction of several new car plants in the United States.  While the world waited for the next fastest ride, Honda innovated with the creation of their newest invention, the VTEC (Variable Valve Timing and Lift Electronic Control) engine.  Invented by the skilled engineer, Ikuo Kajitani, the VTEC engine promoted Honda’s success as the first company to introduce this technology worldwide.  As a result, other car manufacturers created similar prototypes to mimic the brilliant technology.

Today Honda boasts the largest manufacturer of engines worldwide.  They also make trucks, scooters, watercraft, and motorcycles.  Due to the long track record of dependability and innovation, the word Honda progressed into a household name in the United States, synonymous with quality and reliability.

Though Honda has surpassed the United States car manufacturers, Toyota stepped up to the plate even earlier than its rival.  Armed with the vision of creating high quality products at affordable prices, Toyota’s founder Kiichiro Toyoda vowed to create a company that contributed to society through the manufacturing of cars.  With over twenty million vehicles built in North America to date, Toyota’s legacy portrays a feeling of excellence and value by American consumers.

Since 1937 Toyota has surpassed the United States markets in nearly every category.  They continually provide high fuel economy engines and technologies to reduce greenhouse gases.  They are top in their class for excellence in manufacturing and they also strive to share lean manufacturing processes.  Furthermore, they employ thousands of U.S. workers and constantly fund community enrichment and educational programs.  They are visionaries in their field and lead the pack with newer technologies and methods to better society.

With a reputation for durability and dependability, Honda and Toyota have taken over the United States automobile markets.  With their ability to keep labor costs low and raise the bar for innovation, the Japanese car makers have proven themselves for years even in the face of economic downturn.  United States car manufacturers need to “get with the program” or the next fifty years will be a carbon copy of the past.

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