Sales declined each year the car was marketed. In 1950 it had 1.35% of the market while in 1954 it achieved only 0.02%. While the Henry J was inexpensive for consumers, its manufacturing and labor costs were high. Henry J. Kaiser had hoped to make a profit through volume production; however, the cars' slow sales negated his plan. The automobile market was competitive and challenging the U.S. "Big Three" — General Motors, Ford, and Chrysler — proved difficult as price wars began that had a devastating impact on small domestic automakers.