Buy European
11/09/2014
Do you remember? In the early 1980s, it was common practice in this country to motivate consumers to buy a European car. That's why the advertisement shown here reads "Porsche - A European". Newspaper articles painted the "yellow peril" on the wall when the market share of Japanese cars began to rise sharply.
Just a decade earlier, Japanese cars had been ridiculed, but the manufacturers Datsun, Mitsubishi, Subaru, Toyota, Mazda and Honda had quickly learned to build vehicles that also met European requirements. They also offered low prices and complete equipment.
Many a local car buyer softened and bought a Mazda 626 or a Honda Accord instead of an Opel Ascona. While the European manufacturers suffered declines, the Japanese expanded their position where they were allowed to. In Italy and France, import regulations prevented the Japanese cars from gaining the upper hand for the time being, but in Germany and Switzerland they enjoyed great success.
The European car manufacturers and their importers responded with advertising campaigns promoting the purchase of a European car. Whether it was the VW Golf, the Peugeot 505 or the Porsche 944 (above) - it was always pointed out that the "good" European would also buy a European car.
