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The 25% auto imports tariff goes into effect April 2nd 2025. How much will it increase prices in the US for automobiles? The average is about 10%, say some experts cited in WSJ. This includes price increases on higher priced brands such as German brands BMW's and Audis, Mercedes Benz, and VW cars made in Mexico to ship into the US. It also includes European car makers including Stellantis that make cars in Europe and Mexico to ship into the US which could lose market share to American car makers who make most of their cars in the US. Ford makes 80%, GM 60%.  Overall US international Trade Commission in 2024 looked at the 25% US tariff in a study and showed 5% increase in auto prices in the US. President Trump's call to GM and Ford asking for restraint in pricing may be coupled with the government returning some of the money in tariffs revenue pool to American or foreign manufacturers investing more to make more cars in the US including to Hyundai which announced a $21 billion investment. More such investment decisions are expected from Japanese automakers. For example Subaru has capacity for 450,000 cars in Lafayette Indiana plant and sells 650,000 cars in the US. One would expect it to increase the capacity of the plant or add a new plant in the US. The Japanese government and Japanese business will have additional incentives to invest in the US because of the US support for Japan in the Asia-Pacific, US openness to give trade benefits to Japan in the post war period, incentive to make the Republican DJT plan for tariffs to work as a united Japan-US effort. This would include restraint on pricing.  Toyota is in much better financial shape than VW and has a large market share in the US which it will work protect with pricing restraint and more US investment. Only VW and German luxury car makers BMW, Mercedes may not cooperate. Yet VW sells only 300,000 cars in the US compared to 2.3 million for Toyota. BMW and Mercedes sell luxury cars where buyers could absorb the additional luxury brand cost without impacting inflation overall. Some of VW's car sales would be absorbed by American and other automakers considering VW was losing market share and nearly exiting the US market. before this. ...

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As U.S. carmakers vehicle sales recover and the Japanese carmakers go through a slowdown as a result of disruptions from the earthquake, the U.S. and the Japanese carmakers find their situations reversed. Japanese carmakers are facing vehicle shortages in the U.S.. Detroit carmakers see the opportunity to make gains in market share during this period, till Toyota and Honda return to normal. Detroit carmakers have also been affected by the earthquake related supplier disruptions, but to a much smaller extent. Chrysler expects to produce 50,000 to 100,000 fewer vehicles as a result of disruptions, according to Marchionne. Chrysler, the weakest of the Detroit carmakers, has staged a recovery under Fiat's Marchionne. One hurdle was the high interest payments- $348 million in the first quarter of 2011- on the $7.5 billion borrowed from U.S. and Canadian governments. Chrysler increased revenue by 35% to $13.1 billion, with global sales of vehicles up 18% to 394,000, and profits of $116 million in the first quarter 2011. The market situation is still precarious for several reasons. Sales of pickup trucks and larger vehicles- which still constitute a major portion of vehicles sales of Detroit carmakers- are vulnerable to higher gas prices. The Japanese carmakers have large cash reserves for new investments, and will introduce new models as they recover from the earthquake. In the past Detroit carmakers used incentives to maintain sales, which diluted profits. Jeremy Anwyl, chief executive of Edmunds.com, says Detroit carmakers have an opportunity to get back to a situation where they can compete with foreign carmakers on a level playing field, with better market acceptance and higher prices. GM says it will increase prices by about $123 on average to cover higher materials costs. The risk will continue to be in the product mix of a higher proportion of pickup trucks and larger vehicles in a volatile oil price environment....

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A 2024 Study by the International Trade Commission predicted that a 25% tariff on imports would reduce imports by almost 75 percent while increasing average prices in the US by about 5 percent.  As US companies have about half of the US auto market this would mean US auto manufacturers now have access to an additional 37 percent of the market by investing in auto plants in the US. US steel and aluminium plants will get additional investment to build these cars in the US. There is nothing new about this the US makers built plants in China. Germans, Japanese and Koreans took the US for stupid by keeping US cars out of their markets and thinking this could go on while by destroying US manufacturing it was  destroying America's middle class. It also gives the Germans BMW and VW, Subaru, the Japanese Toyota and Honda, Nissan, the South Koreans Kia and Hyundai, Chinese makers of EV's the option to Make in the USA and build plants invest in US manufacturing.  ...

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Vehicle sales in the U.S. market went up by 18% in April 2011. There was a significant shift fuel efficient vehicles and small cars with gasoline running at over $4 per gallon. Sales are running at an annual rate of over 13 million vehicles for the February-April 2011 period. Helping sustain sales momentum is the aging of the U.S. vehicle fleet- average for vehicles in the U.S. is above 10 years according to G.M. vice president, Don Johnson. GM sales were up 27% in April 2011 over the prior year- with only a 2% increase for pickup trucks and a 50% increase in sales for passenger cars. There was strong demand for the Chevy Cruze compact and smaller fuel efficient sport utility vehicles. Ford had a 16% increase in sales, with strong demand for the new Fiesta, Focus small cars and the new lighter version of the Explorer SUV. Ford's Ken Czubay, head of sales and marketing, says dealers are selling the Focus right off the convoy truck, which gives some indication of the shift in consumer preferences. Chrysler vehicle sales increased 23%, with car sales up 41% in April over the prior year. Some indication of the shift can be seen in the incentives dollars- the largest rebates of $3200 were given for large trucks, according to Edmunds.com. At the same time overall dollars per vehicle for incentives dropped from $2600 in April 2010 to $2100 in April 2011. Toyota sales increased by only 1% because of shortages as a result of the earthquake, especially for the smaller cars like the Corollas and the Prius....

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Hitachi's conversion to a leaner, more profit conscious company, learning from rivals, GE, Siemens, IBM and large Korean companies. CEO, Nakanishi, graduated from Stanford with a computer science degree in 1979, during a break from Hitachi. He takes a hands on approach to management and brings this approach to tough assignments to learn what is going wrong. He moved to San Jose, to figure out why the hard disk drive business Hitachi bought from IBM for $2.05 billion was losing money. There he found quality problems were causing 60% of the hard drives coming off the production line with defects. After fixing the problems and achieving 10% profit margins Nakanishi put the company up for sale. Western Digital bought the company for $4.8 billion. His hands on approach includes meeting directly with public officials and ministers in governments around the world that buy its nuclear plants, high speed trains and large machinery. To maintain its preferred bidder status Nakanishi met with Britain's transport minister during the switch in government to the Conservative party in 2010. In his approach he is part of a new breed of Japanese executives, some with education in the U.S., such as Toyota's new CEO, Akio Toyoda, and others such as Toshiba's CEO, Norio Sasaki, who are eager to break away from the mold. Like Toshiba, Hitachi has shifted away from its consumer product lines. Hitachi consumer products are expected to make up only 10% of sales in the coming fiscal year. Emphasis is on the industrial products from nuclear plants to power plant equipment and high speed trains that powered Hitachi from its early beginnings as a maker of mining equipment in the 1920's. These executives are vigilant about a "Not Invented Here Syndrome" typical of large Japanese companies. Nakanishi says there is a lot Japanese companies can learn from rivals about cost and strategies. The experience came with hard knocks. In March 2009, Hitachi announced the biggest loss for a Japanese company upto that time of $9.9 billion. As head of the power and industrial business Nakanishi lost a contract to build a power plant in the Unted Arab Emirates to Korean companies. Compared to Hitachi, Toshiba's strategy is to emphasize industrial products such as nuclear reactors but also keep a presence in consumer products because Sasaki's view is that consumer products require smaller investments and generate cash flow. Jurio Osawa, WSJ, April 9, 2012, Toshiba's Chief Takes Stock....

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Ford has lagged behind other car manufacturers in entering markets in India and China. Ford now plans to increase investments in India. Ford gets 3% of its total sales from India, compared to 10% for Brazil. The goal is to generate one third of its sales from Asia and Africa. As part of this effort Ford plans to build 2 new plants in India. The two plants will be built in Sanand, Gujarat, by 2014, employing 5,000 and with a capacity of 240,000 cars and 270,000 engines. Ford's existing plant is in the south, in Tamil Nadu, with 5000 workers in manufacturing, and 5000 other office employees. Ford cited advantages of Gujarat being the port facilities for exporting cars and the pro-business climate in Gujarat. Toyota which was also slow to enter the Indian market, plans to invest $220 million to double production capacity to 310,000 by 2013.

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The McNeil unit of J&J has made serious errors in its response to FDA's warning letter of of consumer complaints about its Tylenol arthritis caplets. Reminscent of the recent problems at Toyota which like J&J had been a leader in product safety and quality, J&J has mismanaged the FDA complaint. In January the FDA sent a warning leter to McNeil that it had failed to investigate properly consumer complaints made since 2008 of a musty odor from the bottles of Tylenol Arthritis caplets. The source of the problem lies in failure of quality control in its manufacturing facilities. McNeil is now conducting a comprehensive review of its quality management systems. McNeil has identified the cause of the smell as the breakdown of a preservative, used to treat wooden transport pallets, that had leached into the products at a company plant in Las Piedra, Puerto Rico.

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June sales are coming in at 12.5 million vehicles. And part of this drop is that there is a short supply of hot seeling small cars like th Honda Fit, Ford Focus, Toyota Prius, aand the Honda Civic.Honda's new plant in Indiana will increase its output of Civic by 200,000 per year. Honda sold 53,000 Civics in May 2008. According to JD Power Prius sell within 4 days of reaching the dealer. Ford has a 20 day supply of Focus cars, and it takes a month after putting a deposit on Honda Fit to have it available. While Honda has flexible production lines Ford cannot produce anything but SUV's at its Wayne SUV plant in Michigan so Ford has a lot of changes to make. About 20% of cars are small cars up from 12.5% and moving up quickly as supplies increase with the demand.

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Toyota chief Watanabe expresses concern about Quality slipping at Detroit Auto Show

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How the shorter workweek is being tried at places such as Microsoft Japan, Toyota Gothenburg, Australian software company Icelab, and South Korean e-commerce company Woowa Brothers, with good results. Results include better collaboration, setting priorities effectively, and mutual respect for time. Workers get time to think, gain new perspectives, gather new ideas, and recover from weekly pressures. This WSJ reporter looked at over one hundred companies and found that if  done right it can improve company profitability and productivity. In a 4 week trial Microsoft Japan improved productivity by 40%. Alex Pang shows how this is being done in a new book - "Shorter: Work Better, Smarter and Less- Here's How." One way the shorter workweek works is by making everyone think what was not working during hectic work weeks without desired results, more work just adding to pressure and not producing results. For instance meetings had to be shorter and confined to certain hours only. Distractions had to be cut down effectively. Even soft music could help people concentrate. Building a new culture also helps bring people closer and find ways to work more effectively than in the past. The reinvigoration and ability to recover from pressures works wonders say experts and brings a new level of concentration, motivation and effectiveness. It is interesting to note that some of the pioneering effort in this area is coming from Japan and South Korea where long hours were tried and people began to realize that this approach to better results had serious drawbacks, and there had to be better ways.    ...

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Kurczewski test drives aNano LX around the test drive track near the Tata Pimpri factory, and on city streets. He thinks the pickup is good for Indian city streets. The four speed manual transmission makes changing gears abreeze. The 0.6 liter engine is half the size of the Toyota Yaris or the Honda Fit. Acceleration is slow 30 seconds to reach 60mph, but in Indian traffic this works fine. Visibility is excellent. No exterior passenger side mirror, no radio, and luggage goes in from inside the car, all deisgned to keep costs down. THere is Airconditioning in the LX which accounts for half of Nano orders so far and goes for $3800. Three point safety belts, but no air bags. A Nano Europa with improvements to meet European safety and emission standards and air bags will be intorduced to Europe in 2011, and asimilar car also intoroduced to the USA by 2011 possibly at Chrysler-FIat dealers.

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Joe Nocera of NYT on a bankruptcy like option in which the government loans money but sets tough terms, and has someone with the experience and strength and the governmental powers to set tough terms and insist on them being followed without vacillation by the unions or management. And the Congress passing new legislation under the President's leadership to override the state laws that prevent closure of dealerships. The union benefits and mindset and management mindset would go through the wrenching changes that the GM bureaucracy and the unions need to implement to eliminate the legacy costs, the higher benefits costs so that GM does not pay a penny more than Toyota or Honda to its workers when all costs are added up period. And plants that need to be closed would be closed without long negotiations and job retraining and new industries in energy and infrastructure and technology would create opportunities for these displaced workers by 2010 as part of the stimulus program.

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Note this comment by the head of the U.S. National Highway and Traffic Safety Administration in the Bush Administration. NHTSA Administrator Jackie Glassman says the average mileage for the fleet today is 30 miles per gallon and raising the current standard of 27.5 mpg for an automakers passenger fleet by 2.5 mpg won't put much pressure on automakers. The Bush administration- and the prior Clinton administration- has not committed to making major improvements to the national mileage standards, with the current standards of 27.5 mpg not having changed since 1990! Glassman says the NHTSA starts with the manufacturers product plans and then sees whether it can get additional fuel savings with these plans. This suggests an NHTSA that is more follower to the auto industry rather than a leader in setting the standards that the auto industry then tries to achieve to reduce the U.S. dependence on foreign oil. Also note that it takes 2 years for things to change, as it will take months for rule changes, and 18 months have to be given to automakers to implement the new rules. By 2008 the fuel efficiency based on market competition and Toyota focussing on hybrids and higher fuel efficiency across the whole car lines, might well exceed any new standards that are watered down, especially if crude prices hold up. Lawsuits by attorney generals of different states and the Lugar-Obama bipartisan bill pushing the adminsitration to mandate higher standards are intended to put pressure on the Bush administration to come up with new higher standards. The failure of Democrats and Republicans in the Clinton and Bush years to raise standards and require the auto companies to use new technology to meet these standards with government assistance is one of the significant failures. This will affect the prospects for the U.S. economy in the years ahead....

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Margo Oge, headed the Office of Transportation and AIr Quality at the U.S. Environmental Protection Agency from 1994-2012. Here she points out the contradiction in what automakers supported when the current fuel emission standards were set and today's effort by the Trump administration to loosen the standards. She also points to the contradiction between the trends in Europe, China, India, which are moving towards stricter standards and the U.S. reversing direction.  About one dozen states in addition to California have the power under the Clean Air Act to set their own standards. These states make up about one third of the U.S. market. What would result is a fracturing of the U.S. market. This would create problems for automakers as one expert recently pointed out in the NYT, that automakers should be careful what they wish for.  Automakers such as Ford say they support the current fuel emissions standards, yet call for flexibility. GM's CEO, Mary Barra, says she supports current standards. Toyota also says it supports the current emission standards. And diesel engines are now declining in Europe as a result of fuel emissions standards to preserve good air quality. History has shown the automakers have suffered badly from competition when emissions and fuel efficiency standards were lax. During the last decade the auto industry in Michigan faced decline as a result of poor management decisions and lack of foresight in pushing forward with new technologies in this field. The current recovery in the auto industry is a result of a reversal of the poor decisions made between 2000-2008, including fuel emissions and fuel efficiency, air quality decisions.    ...

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The VW emissions scandal lingers on five years after the rigging of of millions of diesel vehicles to cheat emissions tests. Now former CEO Martin Winterkorn is ordered to face trial on charges of defrauding customers. It is interesting to note how it all started was a grandiose ambition set by Winterkorn according to this report in the WSJ, to make VW the largest auto company in the world ahead of Toyota and General Motors and push sales of diesel vehicles in the U.S. with "clean diesel vehicles." At this time of pandemic it is appropriate to note that the world has changed since 1946 when the wages of top managers were 2 times that of a Caterpillar company worker, and reached level of 400 times a worker for some executives of companies before the pandemic.  Even in supposedly egalitarian countries where worker representatives are on boards such as Germany, the wages had pushed way upwards to about 170 times the salary of the average worker at VW in 2015 when the emissions crisis erupted. This VW episode shows that the grandiose ambitions of executives were another part of the problem before the pandemic. Today the VW disaster has led to a completely opposite result. Diesel is not taking over the U.S. it is now the now the no go in Germany, as diesel vehicles are being phased out. Instead Germany's auto industry is now making large investments in the electric car industry. Significantly chancellor Merkel and the CDU no longer see the automobile industry in Germany as having some kind of special status and the shift to electric is being made with the planned loss of jobs and a restructuring to replace lost jobs with other jobs over 10 years. And the SPD has called for a legal ratio of the average ratio of a company's top managers  in relation to a workers wage at the same company. The pandemic has put things in perspective on a number of fronts, from wage relationships, health, healthcare and wellbeing, healthy lifestyles, mental health, making clear that health and a commonsense idea of fairness, good infrastructure, and sensible wage relations all go together in this world that the creator made. ...

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Honda is confident that it can sell 3% more cars in 2008 in the US market at a time when the US auto market is declining which tells you something about the high regard for Honda cars.

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Automakers showing a green face to customers and backpedaling on fuel economy in Congress. This includes Toyota and customers are taking notice.

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The large increase in auto sales in 2013 to 15.6 million follows a strong rebound in the U.S. market. The gains in sales over 2009 at the peak of the financial crisis, shows Chrysler at 93% gain in sales over 2009, VW at 92%, Nissan 62% and Ford 54%, according to Autodata. Smaller gains of 33% and 26% for Honda and Toyota. Chrysler's sales were 1.8 million in 2013- the company which depended on policymakers in the Obama administration for survival showed remarkable gains under Fiat's CEO Marchionne. VW returning to the market and stumbling repeatedly in the previous ten years, made serious gains with Jetta and Passat models designed and priced for the U.S. market. VW achieved sales of 0.6 million in 2013. Ford sales were 2.5 million, Nissan 1.2 million, Honda 1.5 million and Toyota 2.2 million for 2013. GM sales 2.8 million increasing by 35% in 2013 over 2009. The automobile story may be the biggest story in the U.S. manufacturing recovery. It also may have made a difference in the election campaign of 2012- with winning campaign points in key midwestern states such as Michigan and Ohio for the Obama administration's backing of a renewed auto industry around fuel efficiency improvements, new management, and new relationship with unions. In the period 1998-2007 average sales were 16 million in the U.S. market, with a nosedive to 10.4 million vehicles in 2009, and a rebound to 15.6 million in 2013, according to Autodata. Under previous union contracts with higher wages and pension costs, and a flurry of price incentives, car makers needed higher volume to make profits. Changes since the bankruptcy of 2 automakers include bringing in management from outside the auto industry- Marchionne at Chrysler, Whittaker and Akerson at GM came from other fields (telecom, finance) bringing new perspectives. Mulally at Ford was from Boeing commercial aerospace. Other changes were lower wages and pension costs with renegotiated contracts and relationships with unions, discipline to lower incentives, younger managers moved up and brought in from outside including Reuss and Barra at GM, Farley at Ford, lower sales to fleets, improved fuel efficiency for SUV's and pickups to change the cost of operating, a mix shifted to smaller and midsized cars, improved quality, and changing the buyer perception of American brands....

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A couple of things can be noted about the burgeoning Chinese market for cars. Most car buyers are first time buyers. But that is to be expected as China started with a small bases of cars to begin with. What is interesting about these first time car buyers is that they ask a lot of questions do their research and are looking for the best car for the money in terms of features, safety, reliability. So its also a sophisticated first time buyer that carmakers are dealing with. This car buyer is also looking at waiting to save enough to buy a better car as far up the ladder as the car buyer can go in terms of features and value in safety, reliability, design, even if this means waiting longer and saving for longer periods.In this sense the Asian car buyer may be different and less bent on instant gratification to get into a 4 wheeled vehicle. What this is doing is putting the domestic manufacturers under a lot of pressure to match the overseas manufacturers. Geely and Cherry the larger domestic makers have to come up with just as good or better a product to get new customers. At this time the overseas makers of cars like the Buick Excelle, the Toyota Camry and the Volkswagen Jetta have the advantage as they are established brnads. Its interesting to compare this with the experience of japan the other large Asian carmarket. In Japan Toyota, Nissan and Honda were the only carmakes available because of trade barriers in the Japanese market in postwar Japan. China is a relatively open market and China's approach seems to be to get the Chinese carmakers to do better in an intensely competitive market as opposed to giving them favorable treatment. Another aspect of this first time car buying in a country where car sales have increased eight fold since 2000 and now exceed sales in the Japanese market, is that this market is abit precarious as the example of the Li family shows. Li Rifu purchased a Geely for $9000 but later after he contracted cancer and had $40,000 in medical bills had to sell the car. China has no social safety net so that if there is a medical or other emergency or crisis in the family there is nothing to fall back on and the family ends up selling the car to pay for expenses....

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What are the systemic effects of one of the automakers going out of business? It affects the whole supplier base. This is the case in the event of a liquidation of assets, closing Delphi and so on. This was mentioned by Wagoner as the alternative and not prepackaged bankruptcy with DIP set aside loan for warranty financing which some experts are advocating in combination with a government loan with strings attached including a change in management. Some of the strings are covered in a New York Times editorial reflecting public opinion on the democratic side on this issue, and that includes removal of current management of Detroit auto companies, and fuel efficiency targets raised higher than legislation passed recently under heavy lobbying pressure from these automakers. Contraction of automakers and job contraction should be differentiated from liquidation of assets. The contraction of automaker jobs not just at the Detroit companies but also at Japanese plants in the US is going to happen even with a government loan to Detroit as Honda is also reducing its workforce and this will happen at Toyota also. The carefully planned bankruptcy with carefully and fully addressed warranty and other issues could be made to work along with sufficient government loan money in the $50-$70 billion range in return for equity and other conditions, and its not clear why the management of the Detroit auto companies see it as impossible and not just difficult, when they are already facing considerable difficulties in this market and with public opinion. Rampell talks about how jobs lost are not recoverable, and this is fairly obvious considering that the Japanese and the Germans are unlikely to relocate in the same areas that Detroit has located its plants , and prefer to go and build green plants to specification, and hire very carefully so that workers with the Toyota or Honda frame of mind are hired to work there. This can change depending on individual circumstances but is what they generally prefer to do. Also its important to bear in mind that forecasts that are being used of 13-14 million vehicle market in 2009 are just guesses, it could turn out that the sales drop to something like 10 -12 million vehicles, in which case there will be contraction of jobs on a large scale even at the Japanese and Korean and German plants which there is even now but on a smaller scale. ...

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U.S. auto sales increased by 7.5% in October 2011. Chrysler sales were up 27% in October. Its Jeep vehicles had the best sales performance in 5 years. Jeep sales were up 25% and Ram pickup sales were up 21%. Ford Motor Company sales were up 6.2%, and GM sales were up 1.7%. Sales of Ford's F- series pickup trucks were up 7% and sales of Escape sport utility vehicles were up 30%. Lincoln sales declined 11%. For GM the Cruze small car and the Equinox crossover sales were up, while Buick sales were down 7% and Cadillac 12%. Because of limited vehicle supplies Honda and Toyota showed decline in sales by 1% and 7.9% respectively. The annualized seasonally adjusted selling rate in October was 13.26 million vehicles. Reasons given for the pickup in auto sales by analysts are that buyers had held off buying in 2009 and 2010 and are now back in the market as their vehicles show signs of aging. Hyundai sales were up 23%, VW's up 39.6% and Mercedes-Benz's sales up 28%.

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Dealerships have taken enthusuastically to the new Penske ownership of Saturn. But its not clear whether the Penske name will help boost sales. Saturn sales were down 58% through May 2009 over a year earlier, down to 35,256 vehicles. Kia sold 4 times as many cars in the USA over the same period. Saturn sales improved in June, with a35% year over year increase in June. But its not clear if this will last and what the effects of the penske name will be over the long term. Autodata estimates that there is a105 day supply of Saturn cars, or 32,647 cars for 350 dealers. By comparison Buick has a74 day backlog. Customer loyalty says J.D. Power is down from 45% in 2007 to 37% today. This compares to retention rates of about 65% for Toyota. And the failure of the Astra to genrate customer interest and its being discontinued will leave Saturn without acompact car in its lineup. Its important for Saturn to have an affordable small car to hang onto loyal customers.

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Honda Motor Company will have one bright spot as sales of motor bikes increase from 13.9 million to 14.9 million for 2009. Honda two wheelers sell briskly in Asia and South America, where they are considered low-price necessities. On the other hand Honda's auto sales will drop by 400,000 to 3.5 million for the fiscal year ending in March 2009. Honda will post a profit of $860 million or 80 million yen for this fiscal year, down 87%, by contrast Toyota will post a loss of 350 billion yen, and Nissan a loss of 265 billion yen. Honda is seeing huge growth in markets like Indonesia where $50 can be a down payment on a motorcycle., Honda sold 2.8 million motorbikes there up 34%.. Now sales are predicted by Honda Motor to drop to somewhere between 2.1 and 2.5 million bikes. Honda markets heavily to people under 25 in Indonesia, who make up half the population of 240 million people. Honda is also working on lowering costs of manufacturing by focussing on production in India, China, Thailand and Vietnam. ...

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How Hyundai has hired a leading marketer with a record of helping the likes of VW and Apple build their brand image. Hyundai inventory is building up and its falling way short of selling 700,000 cars in North America by 2010, it sold 455,000 cars last year. Wilhite had earned a reputation by being Apple Computer s topmarketer and has also headed Nissan's global marketing. Before that he helped give VW a revival in the US market in the 1990's. He sees the need for "a big idea" to get Hyundai off the ground. A new ad agency compared Hyundai's predicament with Galileo's persecution for presenting his theory about the earth revolving around the sun.The problem- even though J. D. Powers shows Hyundai as having surpassed Toyota in Initial Quality Study, the brand had not registered with car buyers. And in 2007 unsold Sonata cars were piling up on football field sized lots behind the Birmingham, Alabama plant of Hyundai. Sales fell 30% in 1st quarter 2007 in the US. market and matched Chrysler's situation of building cars without the buyers....

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Under VW ownership and management, after 16 years of cooperation and $14 billion in investment, Skoda based in the Czech Republic has become a solid competitor. In 2007 Skoda plans to sell 630,000 cars worldwide and its aiming at sales of 1 million cars by 2010. In 2006 sales increased by about 10% in the European market which has been stagnant and beat Toyota as one of the fastest growing brands. Its a leader in quality surveys in Europe, and was tied with Honda for second place in quality in Britain, according to JD Power ansd Associates. Skoda has huge potential in developing country markets as a quality car at lower prices- prices lower than VW cars. VW bought 30% of Skoda in 1991 and by 2000 gained ownership of the whole company. Skoda has also done well in the design of its cars, the Roomster, the Octavia wagon, and the midsize sedan Superb have all received acclaim for their design. VW is considering making a low cost Skoda car to match Renault's Logan which sells for $7000 as a base model....