Friday, July 11, 2008

What’s wrong with domestic automakers?

Over the last ten years or so it is obvious that the big three U.S. automakers have been losing a lot of ground to foreign makes. The years when Chrysler, Ford, and GM ruled the world of cars is in the distant past. Now they have been tip toeing on the edge of implosion for several years and things are only looking worse.
Why is this happening? Domestic automakers do produce the best trucks in the world. In fact, Ford has had the best selling vehicle in America for as long as I’ve been alive with the F-150. But rising gas prices are cutting into truck production. So what is the cause of the big three’s decline? The reasoning is simple. Domestic cars suck.
I know it’s hard to admit. With the exception of a few (i.e. Mustang) most American cars are boring and no fun to drive. They have a poor reputation, caused by years of being unreliable and cheaply made. Their resale value is terrible.
Just take a look at cars such as the Honda Civic and Accord. When they first came out I wasn’t too impressed with the styling. Over time, it has grown on me. But the thing that strikes me is, they aren’t afraid to take chances. Their cars are unique looking and exciting. They are fun to drive. And most importantly, they are rock solid reliable and have a ridiculous resale value.
When I started shopping around for a new vehicle, I rationalized that purchasing a slightly used vehicle was a great way to go. Everyone knows that as soon as you drive off the lot you have lost thousands of dollars in resale value. The thing that astounded me about Hondas, Toyotas, and Nissan is that they don’t lose much value at all.
Good luck purchasing a used Accord or Civic with 100,000 for less than $6,000. Amazing isn’t it? You could buy a used Ford Taurus with this kind of mileage for $2,000 or less. Is it the quality or the perception of quality?
There have been some signs of progress. New domestic cars are light years ahead of their predecessors in terms of styling, performance, and reliability. Warranties have improved, and their reputation has as well.
The real question is how long will it take people to notice? Or care?