In 1985, just nine months before the Yugo came to America, Yugo America CEO Malcolm Bricklin and second in command Tony Ciminera toured the Zastava plant in Kragujevac, Yugoslavia. This is where the Yugo 45, the crazy-cheap car Americans would come to know, love and then loathe, would be built and rebadged as the Yugo GV (Bricklin intended GV to stand for "great value," but he never bothered paying the ad firm to spread the word). Ciminera was horrified at what he saw.
Malcolm Bricklin surely has an interesting view of the American automotive industry after having successfully launched the Subaru brand in the United States. Bricklin then went on to create his own car company, one that manufactured less than 3,000 Bricklin SV-1 automobiles. Although this unsuccessful company went under, Bricklin pressed on, bringing in Fiat X1/9s and the automotive punchline that was the Yugo, itself an older Fiat design that was manufactured in Yugoslavia. Another failure, des