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15th October 1983
Page 22
Page 22, 15th October 1983 — Respond to the customer
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Which of the following most accurately describes the problem?

I am writing in reply to the "Financial Market" article printed in CM October 1.

Please let us avoid the resurrection of the "Back Britain" campaign and the hysterical image of Mr Ben's 'Peoples' Car".

Mr Malcolm's motives, I am sure, are sound and warrant some careful consideration but it should be remembered that the choice of vehicle-make of the top nine companies reflects their own patriotism; they run large own-account fleets of locally manufactured vehicles.

Many are the arguments proposed to potential customers to buy vehicles from the home market, and patriotism is given a high priority. However, the major concern of operators may not permit such a luxury, as in any economic climate, consumers demand a substantial level of return from the high investment cost of heavy vehicles.

It may be true that modern British products are as good as the Continental competition but this has not always been the case. Producers were slow to react to the significant changes in market trends during the Seventies. Product quality was suspect and they failed to recognise the future needs of operators especially increased Continental haulage.

More comfortable cab interiors coupled to higher engine power outputs and the necessity of extreme reliability were ignored. Britain's industry was its usual "slow to react" self; an error that introduced a massive foreign import market.

Now that focal manufacturers have, at last, caught up with the market, they expect to prosper on an equal footing. They forget that previous customers still recall the anguish of the past. Hopefully, British industry has learnt to provide for, instead of trying to dictate, customer demand.

H. W. F. DAVIDSON Basingstoke

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People: Malcolm, Ben

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