Deming offered his knowledge to both the US and Japanese manufacturers but the US companies felt that they had (at the time, early 60s) their captive market and chose not to listen. Contrary to popular belief, Japanese auto quality in the 70s was far from great. In fact, the VW Beetle still was selling well till the mid 70s because while Japanese cars were selling, the quality was actually quite poor. They did not become what I'd consider good, till the mid 80s. What helped their sales greatly was the huge ramp up in oil prices from the 2 oil shocks, 1973-4 and 1979. Another factor was by the mid to late 70s the VW Beetle was having trouble meeting both emissions and safety regs. It was replaced by the VW Rabbit (Golf) and while it was modern, fun to drive and economical, the formerly good VW quality plummeted and this damaged their reputation. This and the fact that US companies still were not serious about building good small cars, gave then an opening. People who had Japanese cars back in the 70s knew that they rusted fast (far worse than most US cars), blew head gaskets often, and the dealer service was often lacking.