The Fall from Glory of the U.S. Auto Industry By Theodore “Ted” Houben The following is a story about a conversation I had some time ago with a woman friend faced with the dilemma of which new car to buy. These are just some of my thoughts and impressions about that conversation and how her predicament eventually turned into mine. everal months ago, a co-worker, a woman, was faced sswith an odd situation. She asked me why her husband wouldn’t let her buy an American automobile. Her husband wanted a Japanese automobile, a Honda Accord instead. She said another co-worker, an ET (electronic technician) had recommended an American automobile to her, the Ford Fusion and told her it was a very good car. He even brought her brochures that described the car, explaining to her, more or less on an everyday basis, or whenever he saw her, how Ford has since come a long way in improving the quality of their cars from the days of yore of her husband’s memories. As such, the Fusion was now the right choice for the two of them to make. He even suggested her husband test drive the Fusion to see how he might like it. I saw the woman’s dilemma a bit differently. Perhaps her husband’s experience with American cars was quite dramatically different from that of many other people, I offered as a note of insight to the woman. And whatever that experience was, I told her, might have impacted him in such a negative way to have shaped his current attitude toward buying an American car. Therefore his dissatisfaction of American cars might be more deeply embedded than any reasonable person would expect. Furthermore, I said, the Honda Accord might be a good car for them, too. So the two of them, I said to her, probably would not go wrong if they made this choice instead of the Ford Fusion. “Might be,” and “probably” were the two terms the woman picked up on right away when I finished talking with her. And she replied with, “So, you really don’t know, do you?” I sighed and said, “Yeah. I guess you’re right.” 1 She chose to listen to the ET and became convinced the Ford Fusion was an American car to buy. When she went home eagerly, excited to tell her husband the news about a high-quality American car, she got a rude awakening from him instead. It was his response to her “good news.” He threw a tantrum and told her in quite clear terms, “We’re a Honda family. We don’t buy Fords. We only drive Hondas. We’re getting a Honda Accord.” Yes, her husband was right, I thought to myself. The Honda Accord is probably a better car. And I could have recommended this car to her and gone on at legitimate lengths about its reliability, resale value, its conscientiously-built construction, ad infinitum. But when she had told me about her rude awakening, I didn’t do that. Instead in consolation, I told her afterward, the Ford Fusion was not a bad car, although I would never own one (my personal opinion of the Ford Motor Company as being the most morally corrupt car company in the world, prevented me from making that recommendation). But maybe, I told her, she should look at the Honda Accord again with her husband to see if she might like it, too. Then make a judgment on which car to buy. It was by most people’s measure, a good car and it would make both her and her husband happy. She was open-minded, I thought. She would come up with a reasonable conclusion on which car to buy. And she would make the correct choice. When she talked with me again some three or four weeks later, she confirmed my suspicion about her open-mindedness and told me which car she bought. She had looked at the Honda Accord, she told me. And she ended up loving it. “Wow, we bought the V6 Honda Accord!” she said. “It’s so powerful and so quiet!” She was truly impressed. She thanked me for having been helpful to her and then went about her business telling all the other people she knew about her new car purchase. She was quite elated. And even now she talks glowingly about the car. I felt happy for her that she had chosen a good car. But oddly, I did not feel happy for myself. Maybe the fact that she had gotten the Honda Accord was not the best thing in this world to have happened. I felt ambivalent, because more than likely, twenty years ago my recommendation of a Japanese car would have been different, quite the opposite. Thinking back to this whole story though, and how it eventually played out, I thought in retrospect, what really should I have told this co-worker instead that I didn’t say back then, which would have made me feel less uncomfortable about recommending a Japanese car to her? Should I have said, “Well, your husband’s reaction is what it is, and maybe you should just listen to him.” That would have been a “cop- out,” because it would still implicitly be endorsing a Japanese car. And I didn’t answer that way. I instead had made the recommendation for her to buy this Japanese car. This did feel strange and awkward to me. I didn’t feel happy, too, helping this woman reach a decision to buy a car her husband wanted in the first place. It was not about her husband. I had nothing against her husband. I didn’t even know him. But in some respects, my advice left a bitter taste in my mouth. I felt a certain shame 2 in recommending another country’s car over our own quite capable cars. I still feel that way. I wanted to feel proud of our American car industry, and wished I could have recommended an American car. But looking over the automotive landscape of automobiles currently lining the streets of many American cities, I felt a certain shame, too. There seemed to be more quality cars from overseas than from our own native soil. To realistically believe otherwise would have put me in severe denial. What I should have explained to her I realized, if I had a little more time, was why the American Automobile Industry, mostly deservedly, came upon having to bear such a bad reputation for nearly these last forty years of producing bad cars and how in the process of that transition of becoming a "bad" car industry, her husband might have been caught in the process and been stung by the American auto industry’s metamorphosis of a good car industry to a bad one by actually having bought an American car. And now, her husband was merely reacting to that effect. I should have told her too, that the bad quality of American cars hadn’t always been that way. I should have explained how at one time, the American Auto Industry was the envy of the entire world. The cars produced here were the choice vehicles of the moneyed people throughout the world. How now tragically, through a series of mishaps, past legal actions (its ramifications), some political activity, serious world actions and to a great extent, recalcitrance of the U.S. automobile manufacturers to adapt to change, the American automobile industry had become its worst enemy by actually producing “bad” automobiles. This result, I should have told her, would lead to the U.S. auto industry becoming stigmatized with the reputation of building cheaply made automobiles, cars that eventually ended up being critically panned by auto enthusiasts and critics alike as both technologically backwards and behind the times in comparison to its foreign competitors. But, really, I knew she did not want to hear that either, which is most likely why I did not tell her that. In the final tally, I believe she wanted me to psychoanalyze her husband’s motives and then explain to her why her husband had such a negative reaction to American cars. This was all in the hopes, I suppose, of me filling her head with enough information to counter her husband’s arguments and for her then to be persuasive enough to convince her husband to consider buying an American car. It would have been a good cause, were the quality of American cars there. But alas, it wasn’t there. And what lay at the heart of this need to rebuild the U.S. car companies’ reputations was why they had lost its image of quality in the first place. What happened to the U.S. car industry that led to such an inglorious demise? And why was the U.S. Auto Industry back to square one in comparison to other automobiles throughout the world? 1. When Performance was King When I grew up and became of driving age in the mid-1970s, one of the cars I owned was a Chrysler Plymouth Duster 340. Japanese cars were not the cars many of the younger people wanted to drive, I among them. Toyota had their Coronas (typical 0-60 mph in 17 seconds, quarter mile times in 19 – 22 3 second range), Nissan had their Datsun-badged 240Zs (typical 0-60 mph times of 8.5 to 9 seconds; quarter mile times in the 16.5 to 17.5 second range), and Honda had their little CVCC-configured Honda Accords (0-60 mph in typically 14 seconds and quarter mile times in the low 20 seconds).