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The typical product cycle for Japanese vehicles is four to seven years. With each product roll-out, these vehicles have typically seen major improvements in engineering and content. As the yen grew stronger in the '90s, it was becoming harder to profitably build cars while continually improving the product. Many Japanese auto executives began to implement the policy of decontenting. This meant that, for the first time, new models arriving in 1996 and later would not be significantly better than their predecessors. (January 22, June 10, September 9, 1996)

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