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The March 23 Los Angeles Times editorial ‘You can depend on Detroit” hits the mark; today’s auto industry is a tremendously competitive place. Consumers can now choose cars and trucks from domestic (Detroit) automakers that match the quality and reliability of vehicles from Japanese or European makers. So why won’t Americans buy American cars?
Buyers have long memories. In the late ’70s through the early ’90s American manufacturers dropped the ball in product quality, reliability and customer service. While those problems have largely been corrected, the stark reality is that many people were burned during those years and they will forever be biased against the Detroit Big Three. Parents have influenced their children. Friends have influenced neighbors. Worrisome for the domestic makers, many Americans today have never, never owned an American car. They have no point of reference or familiarity with today’s domestic offerings.
During the auto industry bailout testimony by the Detroit Big Three, Senator after Congressman castigated the DB3 management for selling vehicles Americans did not want to buy. Based on AutoPacific research, it is the government officials who are out of touch with today’s reality, not the U.S. automakers. In fact, in AutoPacific’s most recent research with owners of new cars and trucks, and echoed by other automotive researchers, both General Motors and Ford Motor Company products won more than their fair share of awards for satisfying their customers and developing vehicles ideal for their target customers.
Lexus builds outstanding vehicles supported by a great dealership experience. But its position atop durability studies is not unassailable. Today, American consumers have terrific choices – foreign AND domestic.