Attitudes towards European, Japanese and US Cars

The differences and similarities in US consumers' perceptions of cars produced in six countries was highlighted, helping to determine product differentiation and define the proper competitive position for a product. It looks closely at country‐of‐origin bases, and whether to fight them, compensate for them or capitalise on them. The European car image is found to be a positive one in the US, and could become the basis for a distinct positive advantage.