BDx13 - 1-8-2007 at 03:57 PM
last paragraph is a little scary, but overall, it's a good article.
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By WILL LESTER, Associated Press Writer Mon Jan 8, 5:35 AM ET
WASHINGTON - Americans have a bias against cars made by U.S. automakers, but an AP-AOL Autos poll found flickers of loyalty that could offer hope for
an industry struggling to survive.
The problem for Detroit is changing perceptions that often don't match reality.
Those questioned in the survey said they have more faith in Japanese-made cars than in vehicles produced by Detroit's Big Three. But General Motors
Corp., Ford Motor Co. and the Chrysler Group are going back to the future in their uphill effort to again inspire consumer loyalty and regain market
share.
What is the American auto industry doing to reclaim its evaporating support?
The industry is returning to the types of autos that gave it a sense of "swagger and attitude in the 1960s," said John Wolkonowicz, an auto industry
analyst. Many of those cars will be on display in Detroit over the next two weeks during the North American International Auto Show.
And the mood of U.S. auto industry leaders?
"They're tearing their hair out," said Wolkonowicz, who works at Global Insight, an economic research and consulting company. "It's more of a problem
of perception than reality. The problem started in the late 1960s and early 1970s."
Back then, a teenager's first set of wheels probably was something like a 10-year-old American-made car, with all the attendant problems. The
replacement might have been a new Japanese compact, a more reliable performer with better gas mileage.
As the Japanese began offering luxury models, that brand loyalty grew stronger. Also, European-made cars became more popular as consumers looked to
drive something distinct from their parents' vehicles.
In the poll, 44 percent said Japan makes the best autos, 29 percent said the United States and 15 percent said Germany. Asked what car manufacturer
makes the best autos, 25 percent said Toyota, 21 percent said General Motors and 17 percent said Honda.
"The best cars are made in Japan or maybe a BMW from Germany," said Pat Goeglein, 51, who lives near Los Angeles and works in real estate. "Those cars
last forever. I have to get economy out of my cars."
While the public perceives that Japan makes the best cars, several poll findings could offer encouragement for U.S. automakers.
_Only 17 percent of current or potential car owners in the poll say they prefer to buy foreign cars. Also, 39 percent said they prefer to buy American
cars and 44 percent said it makes no difference.
_Support for buying American cars increases with age, but six in 10 of those 30 or younger said they were open to buying foreign cars or American
cars. That suggests they may be receptive to efforts of American automakers to win them over.
_Eighty-five percent of foreign car owners said they were very satisfied with their cars, while eight in 10 owners of American cars were very
satisfied.
Auto industry analysts say many people have the perception that cars made overseas are built better than American cars. But the performance of
American-made cars is now actually very close to those made in Japan and higher than many cars made in Europe, they said. Foreign cars do have an
advantage in resale value, however.
The domestic industry is trying to bring consumers into showrooms to look for something other than trucks, offering traditional cars like the Ford
Mustang and introducing muscular new models of the Chevy Malibu and a concept car that could serve as a replacement for the popular Chrysler 300.
For the past decade or so, American automakers have tried to win back car buyers who purchase gas-efficient imports, industry analysts said, but that
effort has met with limited success.
American models are getting more gas-efficient, analysts say, and prices for regular gas have dipped from their average $3-per-gallon price last
summer.
But the biggest audience for American-made cars and trucks may be the blue-collar population, analysts said.
The poll found that 51 percent of those with a high school education or less preferred American-made motor vehicles, while 31 percent with a college
degree felt that way. Younger people and those with less education were also most interested in more traditional or "retro" cars.
The share of autos sold in the U.S. by the Big Three has dropped sharply in recent years. General Motors and Ford have cut their labor force and
related costs to be more competitive, and the Chrysler Group of Daimler Chrysler is likely to make similar moves.
George Maglione, an auto industry analyst, said the Big Three's share of the market has dropped from seven in 10 sold in 1998 to just over half sold
in 2006.
That dropping share has accelerated as older people, the generation most loyal to American cars, have aged and left the buying market.
That has made it critical that American automakers win over young adults, who are just starting to build their loyalties.
Leticia Bowlin, a 29-year-old mother from Sanford, Fla., said she makes her choice on what car to make based on its ratings and safety features.
"I don't have a preference based on the country," she said.
Features such as side air bags and antilock braking systems were the options people most wanted, while onboard navigation systems interested them the
most, according to the telephone poll of 1,004 adults conducted Dec. 19-21. The margin of sampling error was plus or minus 3 percentage points.
Both American and foreign automakers offer such features, so they may not be the key factors in a purchase decision. And there are some willing to buy
American just to be patriotic.
Justin Watson, a 25-year old laborer and student from Beaumont, Texas, says he is fiercely loyal to American cars.
"My great-grandfather, grandfather and father fought against these people," he said of countries that are leading competitors of American automakers.
"We're killing ourselves by buying their cars. I drive a Dodge truck, and always buy American."
Voodoobillyman - 1-8-2007 at 06:12 PM
Good article and I definitely fall into the fiercely loyal to American brand category, but not in the same way as old boy at the end of that article.
The fact of the matter is Toyota builds a majority of it's vehicles sold here..........here in the US. To put it simply, it's cheaper than building
them elsewhere and then shipping them. It has created jobs and bolsters the economy. I am a nostalgic and I have a deep passion for classic autos and
the history of the big three. Cars are special and there is alot to be said about those boomers who came back from WWII and didn't quite fit in to the
whole start your life and join society ethic. Instead, they tore apart perfectly good cars and made them lean and mean, same with bikes. Started clubs
and raised a bunch of hell all the while writing a huge piece of American history and adding to this great nations culture. I see the foreign vehicles
that have dominated the market and made alot of money appealing to the masses as the bubble gum crap with no tradition, history or nuts. Much like
Green Day being called "punk rawk" Hell, even the Japanese whom are obsessed with that aspect of our history denounce there own vehicles and can't get
enough of American made vehicles. it's crazy and funny. I sincerely hope the big 3 auto makers can make a change and save whats left of themselves, it
would be a sad day if any one of them went under. It's not so much disdain for the Japanese as it's disdain for the takeover and watering down of
something once considered sacred and rich with tradition and history. I'm rambling now but I hope my point was made.
Voodoobillyman - 1-8-2007 at 06:14 PM
Oh, one more thing, I did draw up and plan to get a new tattoo soon. It may offend some but anyone who got what I just wrote would see the humor in
it, maybe I'm twisted. It's fat man and little boy, one on each forearm right below the elbow and it says "made in the USA " over fat man and "tested
in Japan" over little boy. Dig it
BDx13 - 1-8-2007 at 06:44 PM
voodoo, thought you'd enjoy this as well:
http://www.autoblog.com/2007/01/08/detroit-auto-show-a-conve...
Voodoobillyman - 1-8-2007 at 07:02 PM
Thats awesome Big D, that car would probably do amazingly well right now coming off the success that the PT cruiser had for body style alone. Crazy