Toyota and Africa (1): Toyota's setbacks upon arrival in Africa

Africa in the 1960s was a land full of contradictions.
The dust of the colonial era has just fallen, and one country after another has declared independence. The streets and alleys are filled with aspirations for the future: people hope that this vast continent can break free from the shadows of the past and usher in new prosperity.

Ideal fullness, realistic bone feel.
Although politics has become independent, the economy is impoverished. Railways are scarce, and roads are even scarcer. Most places don't even have decent asphalt roads. People often say a joke: "In Africa, during the rainy season, even donkeys dislike the muddy roads they walk on. Do you insist on driving up
What about gasoline? It's not much better either. Gas stations are sparsely distributed, and the quality of fuel is uneven, often mixed with moisture and impurities. Being able to light them is considered good.

Against this backdrop, Toyota has arrived.
For Japanese car companies, Africa is a tempting new continent. The domestic market in Japan is small, and the United States and Europe are already firmly controlled by European and American giants. In order to grow, we must expand overseas. Toyota has set its sights on Africa: vast land, billions of people, and enormous potential for the future automotive market.

So, in the 1960s, Toyota entered Africa with several small cars.
They thought that as long as they copied Japan's successful experience, they could smoothly open up the market. Unexpectedly, reality dealt them a blow.

As soon as the car arrived in Africa, the problem was immediately exposed:

The road is too bad, and the car chassis is low, often "bottoming out";

A heavy rain, mud puddles running rampant, and small cars lying on the ground;

The quality of gasoline is too poor, and the engine stalls frequently;

Repair parts are even rarer, and when a car breaks down, one can only stare blankly.

As a result, the car owners were furious and said, "This car is delicate, it's not good
Even some drivers sarcastically said, "Japanese cars? They run faster and break down faster