Honda’s decision to relocate production of the three-door Civic
from Japan to the UK provided a welcome boost to the UK and, hot on
Toyota’s euro announcement last week, delighted euro-sceptics.
Several papers reported the views expressed by the anti-euro lobby
group, Business for Sterling, that ’short-term currency fluctuations are
less important than long-term advantages’ (Daily Express, 14/8 and
The more traditionally anti-euro newspapers also took this opportunity
to question the Government’s stance. The Sun (14/8) described the news
as a ’slap in the face for pro-euro Cabinet Ministers’.
Euro-enthusiasts’ responses - mainly in newswires and more moderate
newspapers - were more subdued.
Toyota’s contrasting views on the euro last week were commented upon
negatively in the anti-euro press, as in the Sun (14/8): ’Toyota’s
lobbying for the euro is more to do with winning subsidies ... than the
Regardless of the euro-spin, Honda did well to convey both its
commitment to the UK and its plans for further expansion.
Analysis and commentary by Echo Research. More information can be found