"Road-Ready" vs. "Rice-Ready": Racism in Local Auto Marketing

Back in the 1970s, a personality on WAPE (Jacksonville, Florida) radio took a swipe at newly-popular Toyotas and Hondas. The contoversial "Grease Man" called them "Nagasaki Nut Buckets." [1]

Over thirty years later, a Hardeeville, South Carolina automall tycoon called Japanese automobiles "rice-ready .. not road-ready" in a radio ad.

"On them Japanese cars," said O.C. Welch, "even when they're brand new, how come they don't smell like a new car? All those cars are rice-ready, they're not road-ready. When you gonna wake up?"

When the local Beaufort Gazette newspaper phoned the Ford and Lincoln-Mercury dealer for comment, Welch said "Those ads ran a week ago. It's old news to me," before hanging up. [2]

In a CNN interview, Welch reported a 96% approval rate for his on-air comments and a rise in December sales after "horrible" past months. He reported 15 car sales on the day the ad first ran.

"And all you people that buy all your Toyotas and send that money to Japan," he had stated on the ad, "you know when you don't have a job to make your Toyota car payment, don't come cryin' to me." As for everyone else, Welch said, "You call me up right now, it's no big deal, I'll be your huckleberry. You know who this is."

Welch was indifferent to negative comments: "That's fine with me. I'll help them write it, send it in, it doesn't matter."

Floyd Mori, executive director of the Japanese American Citizens League, was looking for action of a legal nature. Mori felt that Welch's comments were racist and could lead to larger discrimination against Asian- and Japanese-Americans.

On December 11 -- after attracting national media attenton and bloggers calling him everthing from hatemonger to patriot -- the once-defiantO.C. Welch issued this e-mail apology to the Beaufort Gazette:

"I would like to apologize for my comments in recent radio advertisements. I am passionate about my love for Ford, and I mistakenly and wrongly conveyed this passion. I do not and will not condone discrimination and am sorry for any hurt I have caused." [3]

SOURCES:

[1] Personal reminiscence.

[2] Covington, Marti. "Asian-American rights group offended by 'rice-ready' car ads." The Beaufort (SC) Gazette, December 11, 2008. Accessed on December 12, 2008.

[3] Covington, Marti. "Auto dealer issues apology for 'rice-ready' radio ads" The Beaufort (SC) Gazette, December 12, 2008. Accessed on December 12, 2008.