Will Neon Be The Little Car That Could In Japan?
Chrysler takes a serious crack at Japan's toughest market
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To Americans, Chrysler Corp.'s Neon subcompact is cute. But the Japanese press is calling the Neon a "Japan car killer." Whatever you call it, a right-hand-drive Neon will finally arrive in Japanese showrooms on June 15 after months of hype.
The Neon launch shapes up as an important test case of U.S. makers' ability to score in Japan. In the year since the controversial Japan-U.S. auto agreement, America's Big Three have been struggling, spending millions to establish organizations that will enable them to compete seriously in Japan. Neon's debut also marks Chrysler's first big step out of the Jeep niche and toward a wider product line in Japan. "This car is crucial," says Chrysler Japan Sales President Hideo Hohgi.