Prices of American Small Cars Under the VER on Japanese car imports, the average price of U.S. cars rose very rapidly when the quota was first imposed: from $4,200 in 1979 to $6,000 in 1981, or a 43% increase over two years. Only a very small part of that increase was explained by quality improvements, and in the later years of the quota, U.S. quality did not rise by as much as it did in the Japanese imports.