Trust Goode ...
Sir: I read your leading article on 'this week's depressing trade figures' (16 May) just after returning from a visit to the us. Looking around shops and public places produced ample reasons for depression; our export effort in the greatest market in the world is pitiful.
Take cars: in three days in Los Angeles I saw just two British cars, amid the many vws, Japanese models etc. I never saw a Mini any- where in the country, but in a country drive to an airport we met five vw `beetles' in as many miles. Our confectionery industry has one of the soundest home markets, yet its penetration of the us seems very small. A few small lines could be seen now and again, but all the larger items, if foreign, appeared to be Dutch or Swiss. I was offered German beer in restaurants three times, British never. In a toyshop. British model cars were in stock, but were making little impact because there was no display material with them of the kind accompanying the us lines. Lack of salesman- ship was apparent when I flew in a BAC 111. Nowhere could the American passenger have discovered that this was a British aircraft, though he would have found a full-page ad- vertisement for Boeing in the airline's brochure.
Are we really trying; and, if not, what can be done about it?
I. A. Nelder Cumberland Cottage, 33 Crown Street, Red- bourn, St Albans, Herts
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