"You mention the pick-up trucks they were trying to sell on the west coast. It is funny the correspondence back and forth between the west coast and Tokyo that the Japanese in Tokyo don't believe that Americans should be riding in pick-up trucks as passenger vehicles and refuse to accommodate some design changes."
"Well, factories in those days were not very technologically advanced. I mean, they have this wonderful work force, and they have this enormous ambition and this willingness as to pay a high price. But their cars were very primitive really, like American cars in the '30s. But the truck they were building was like a small tank and was very inexpensive, and they were started selling on the west coast. And for the first couple years, the little truck was what carried the company. I mean that's where they made their inroads. And Catayama kept saying, 'You know, you don't under ...' to the home-office. 'You don't understand Americans. They drive the truck, I mean, pick-up truck. That's a car for them, I mean, they'll work in it, and they'll play in it; they'll go to the bank in it; they'll go to a drive-in movie in it. Can we put some air conditioner? Can we make it more comfortable? Can we put in a radio?' And Tokyo kept saying, you know, 'No, no, no, no. It should not be used for those things. We want the Americans just to drive it as a truck.' You know Catayama just had a feeling that they were losing all these sales. He mostly did not win the battle on the truck, but he won a lot other battles."
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