Using Direct Mail to Develop Sales Outlets for the Cub F-Type (1952)

By the time Fujisawa joined the Honda management team, Japan had already bade farewell to the days when dealers came with cash in their knapsacks and paid in advance. A lot of motorcycle manufacturers had started up and it was now a buyers’ market.Read more ...



The Cub F-Type, “the red engine with the white tank” , was a hit creation that dominated its time. As a result of Fujisawas direct mail strategy, it was sold in about 15,000 bicycle shops, and was widely used throughout Japan.
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