Spa,--In his portrait of Britain's . motor industry (Spectator, July
23), Sir Donald Stokes left out some of the darker shades, such as the neglect: of Modern: marketing methods by ,British motor .manufacturers in their principal export markets, for instance.
• In consequence, sales to Europe are not, as Sir Donald claims, booming. The tables of sales to Europe, published by Mr. , John Beswick, chief executive, Society of Motor Manufacturers and Traders, in the Financial Times Review of Industry, convey a depressing picture. They show that sales to EEC countries declined from 1963 to 1964 by 26,338 units, whilst sales to EFTA countries increased by only 20,214 units during the same period. It may be of interest to mention in this context that no more than 6,836 units were sold in 1964 to Ger- many, the EEC's richest market, whilst sales to France-came to well over 30,000 units.
Why this discrepancy in two markets which have the same 'tariffs and strong indigenous motor in- dustries? The answer is; of course, that British motor manufacturers have never mounted a real sales effort
in Germany. Mercedes-Benz alone spend more on advertising their cars in this country than all British Motor manufacturers combined spend on advertising in Germany. The result: sales of .Mercedes-Beni cars in Britain shoWed a 100 per cent increase in 1964 over 1963 and sales 'in January of this year were up another 33 per cent. (These figures arc taken-. from the Financial .Times article, 'Foreign Cars ride smoothly over the Surcharge,' of March I. 1965.) Sir Donald.. is. absolutely right in saying that British sports cars have -a steady and expanding Market in France and Germany. So have cars of the 'mini' range in the second-car. market. But what is being•done to draw the attention. of the German public to British cars and their advantages? Nothing! Which British motor manufacturer is planning a worthWhile advertising campaign in conjunction with the. Frankfurt automobile show this September, a time when all,Germany goes car-.crazy? None!
Previous page
