The Image Evolution of People’s Car in Taiwan After the World War II－A Case Study of Japanese Cars

• Main Authors: Chih-WeiChiu, 邱至葳
• Other Authors: Heng-An Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/a9nhy9

碩士 === 國立成功大學 === 歷史學系 === 103 === The invention of cars is an important progress in human history. Taiwan people contacted with cars from the period of Japanese rule. Generally, the Cars which in Taiwan are used by government or public transportation in early stage. The private cars usually symbolized dignitaries. From 1953, Ching-Ling Yen established Yulon Motor which cooperating with Nissan Motor Company. It was beginning of the Taiwan auto industry. Consequently, Taiwan people contacted with cheap Japanese domestic cars for a long time. Although Taiwan automakers had cooperated with Japanese company for a long time, Taiwan had no independent production in the late 1970s. Taiwan government hoped to develop automobile industry by official in order to promote the whole economy. They developed a plan to establish a large car factory, which could sale products in domestic and export market. The plan was expected to cooperate with Toyota Motor Corporation. In spite of the plan failed, Toyota still looked for cooperation with non-government company. Continually sold numerous Japanese cars to Taiwan people. The Japan automobile industry rapidly developed while the first and second oil shocks of the 1970s. Because Japanese cars had some features about fuel economy, durable, cheap and so on. As a result, they were favored by Taiwan people. Japanese cars had gradually become the most familiar people’s cars for Taiwan people. They included suitable engine displacement, nice reliability, appropriate logistics and maintenance, higher second-hand price and so on. Taiwan people popularly brought about trust, stability, and reassurance on Japanese cars. On the contrary, others non-Japanese cars especially American cars and French cars faced challenges in Taiwan. Because Japanese cars relied the favorite from Taiwan people, they kept selling well in Taiwan cars market.