United States specialty product suppliers can succeed with marketing and sales efforts in the vast—168 million registered vehicles—European market. But given the differences in the European marketplace in terms of vehicle mix, consumer preferences and government regulation, it is not enough for American companies to simply ship merchandise primarily designed for U.S. vehicles to outlets in Europe, sit back and expect volume sales on a scale comparable to that which is established in the States. For some companies, those with appropriate products and applications, Europe is and could increasingly become a lucrative sales arena.
