2 Cheap Cars seeks advice from the Race Relations Commission

2 Cheap Cars seeks advice from the Race Relations Commissioner over advertising complaint

New Zealand’s largest importer and retailer of used Japanese cars is seeking advice from the Race Relations Office after receiving a complaint about its advertising.

The company has received a complaint from the Japanese Society of Auckland Incorporated about the way 2 Cheap Cars has abbreviated the world Japanese to “Jap” in some advertising.

In a letter to 2 Cheap Cars, the Society says the term “Jap” is both derogatory and discriminatory and wants the word removed from all ads.

2 Cheap Cars CEO, Eugene Williams, says the company feels as though the word ‘Jap’ is simply an abbreviation of the word Japanese. “Because the use of the term ‘Jap’ in advertising is quite widespread and not just limited to our company, we thought the best course of action was to write to the Race Relations Commissioner at the Human Rights Commission for advice,” he says.

2 Cheap Cars advertises extensively on television, radio and also in newspapers and on billboards.

Mr Williams says the 2 Cheap Cars advertising aims to be direct and colloquial. “While we want to be very conversational with our customers, we would never be racist or discriminatory. Naturally we are hoping that the Race Relations Commissioner shares our view on this matter.

“As the largest seller of used cars in New Zealand, and a big advertiser, I suppose it is understandable that we would get attention from the public on these sorts of things. However we don’t believe we are doing anything wrong but to make sure we would like to get advice from an independent and credible source on the matter,” he says.

He says the company expects to hear back from the Human Rights Commission in the next week or so.

ENDS

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