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Peter Coy, a veteran reporter at BW, who was prescient about the housing crisis, asks if defaltion is a possibility,; something hat happened in Japan in the 1990's and in the US in the 1930's. There is adownward ressure on wages from growing joblessness. With 7.2 million added to the unemployed since December 2008 and 263,000 in September 2009 alone, this pressure for labor to accept lower wages is growing.Jan Hatzius of Goldman Sachs predicts a drop in average hourly earnings of half a percent from the fourth quarter of 2009 through the fourth quarter of 2010. Hatzius accounts for workers strong aversion for wage cuts, without that the wages go down by 2%. Some experts say someone who lost his job 6 months ago is likely to accept alower wage now. If prices fall faster than salaries are workers better off. Not likely because of the destructive effects of defaltion from unused capacity an underutilized labor.

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The transformation of towns in Iowa like Newton, once the place where Maytag and washing machine plants were located, and now with many of these plants closed the shift to making parts like blades for wind energy. The transformation of Toledo, a location for the auto industry factories, and now with the closing down of these plants the shift to manufacturing solar panels for solar energy. In all a transformation that is expected to generate 3 or 4 million jobs in the midwest in energy related products, to replace the jobs lost in the auto industry and in industries like appliances, like the Maytag plant in Newton that closed. Along the way there is hope and optimism and awe at the new product being built for wind and solar energy, which is cutting edge and not easily outsourced because of the size of the blades and the structures in wind energy generation. The struggles are chronicled of the people in Newton, Iowa and a whole generation of workers who even without a college education were able to live middle class lives because of Maytag plants in the area. And the distress caused as these plants cut employees and let the plants get antiquated, and finally the distress with the shutting down of the plants....

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VW's sales in the U.S. doubled between 2009 and 2012, and VW set aggressive goals for the U.S. market to reach 800,000 by 2018. The goal was a stretch goal because this was double the level of 438,000 vehicles in 2012. This was part of its Mach 18 plan to pass GM and Toyota in global sales by 2018. Now this goal appears less achievable, because of new models from Honda and Ford which surpass VW's Jetta and Passat in technology, features and fuel efficiency. The U.S. market sales have increased by 9.6% in 2013, VW's sales declined by 1.3% so far through August in 2013, at 282, 913 vehicles. Ramping up production at the new Chattanooga plant will have to be put off and 500 contract workers have been given leave from the assembly line. By contrast Toyota sales for the 8 month period 2013 increased by 7% and 8.6%. In August Toyota's were up 23%, Honda's 27%, and VW down 1.6%. VW executives have said the company needs sales of 400,000 to make the U.S. manufacturing operations profitable. VW made a strategic decision to cut costs and bring the Passat price more in line with competition from similiar cars from Japanese carmakers. But this was done not relying solely on productivity and other improvements, but used cost cutting using cheaper materials. VW even went one step further by taking away the European suspension which delivered a more precise ride, and installed a lower cost suspension on the Jetta and Passat. Customers have noticed with some buying older models with the European suspension. Honda and Toyota moved in the other direction in the last 2 years coming out with more advanced features on the Accord and Camry. Ford did this with the Fusion. The new Accord has a backup camera, iPod connection, power seats and alloy wheels as standard. As a result Passat sales were up only 3% through Aug 2013, and Accord sales increased by 17%, Ford Fusion sales up 13%. VW's response is to ramp up discounts. It is also coming up with a new engine, Jetta compact with a sportier ride will be introduced, and a redesigned Golf hatchback for 2014. The slowdown in sales at VW shows how competitive the car market has become with Korean, German, Japanese and American carmakers quick to make inroads in turn with weak points of the competition. Strategic missteps can be costly for any manufacturer and the customer can never be taken for granted....

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A new family sedan will come out of a new manufacturing plant VW has built in Chattanooga, Tennessee, in 2011. The plant will turn out a new version of the Passat to compete with the Toyota Camry and the Honda Accord. Production capacity will be 150,000 A new Beetle will also be introduced. This is the first time VW has built a car specifically designed for the U.S.. During its previous efforts in the 80's VW used European designs and transferred them to the U.S. Its plans are to sell 400,000 VW's in the U.S. by 2013. VW sold 213,000 cars in the U.S. in 2009, so this means doubling sales in 4 years. At it height VW sold 577,000 cars in 1970, but this was before the Japanese and the Koreans entered the market in a significant way, and now the potential is there for Chinese and Indian imports at the low end of the price scale. Another factor making this goal difficult to achieve is the smaller car market and lower economic growth. By 1992, sales had dropped to 49,000, after the boxier replacement to the bug- in its Rabbit and Golf models- never took off. The new Beetle's introduction in 1998 improved sales, which reached 356,000 in 2001, and then declined as a result of too few new models, declining quality and a weakening dollar. There is a feeling among VW's American dealers, that VW's European headquarters staff is not giving the US the priority it deserves. The revolving door change in CEO's for the US operations, has only reinforced this impression. Mr Browning of GM's European operations replaced Jaccoby recently. Jaccoby joined Volvo as its new CEO. Steps taken to address these issues are to revamp the Jetta model for American customer preferences, and advertising that appeals to price conscious customers with the line: "Great for the price of good." Another innovative effort is an ad strategy that tries to capture Hispanics in the US market, with ads on Spanish language television networks. A sign of how much German management is involved in the detail of the new Jetta, is the discussion at the management board level about whether the new model should have American style cup holders. This meant pushing the brake two inches forward towards the driver, a decision that was made to do so after some deliberation at the management board. This will lead to intense competition in the US market, with Asian, European and US manufacturers all vying for the same price conscious customers....

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VW's labor costs at its new plant in Chattanooga, Tennessee, will be $27 an hour in wages and benefits, according to analysts. The comparable cost for Detroit automakers and Toyota and Honda plants is $52 an hour. Over three years VW is expected to increase this to about $38 an hour, according to the Center for Automotive Research, Ann Arbor, Mich. This will enable VW to price the larger version of the Passat it will make in Tennessee at $20,000, instead of the current price of 28,000.

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The near-premium or near-luxury car segment that Honda is appealing to with its Acura ILX and Buick is appealing to with its Verano model. The European carmakers also plan to bring cars to the U..S. that are economically priced and have luxury features. White points out that baby boomer buyers in their fifties and sixties are particularly careful to compare these cars with the luxury features on a moderately priced Accord and Taurus, and can see any flaws in the near-luxury cars which indicate compromise such as afour cylinder engine or manual controls where electronic controls are expected. Honda's marketing people have looked at American buyers and see the new profile of a customer who is sophisticated but is also looking at price in today's more fugal environment for purchases, as the buyer they are targeting. But they will have to be careful as this category bumps up against the moderately priced cars that have some luxury features and are competitively priced to attract buyers.

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First quarter 2012 vehicles sales declined by 3.4%, according to China's Association of Automobile manufacturers. Passenger car sales declined by 1.3%.

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See Hamm 6/25/07 BW for how hiring by the likes of wipro and infosys in the US is reversing outsourcing phenomena. For Infosys it helps to be closer to customers in the US as it expands further. In this case of startups and smaller companies that setup shop in Bangalore to tap the lower wages there this is turning out to be no longer true as wages are rising and have reached 75% of US wages in the example given here.

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The University of Michigan Transportation Research Institute said the average fuel economy of all new passenger vehicles purchased in January 2012 was 23 miles per gallon, up 0.8 or 4% from December 2011. This includes cars, light trucks, minivans, and SUV's. Professors Sivak and Schoettle of the Institute also released a U.S. Eco-Driving Index, or EDI, which estimates average monthly emissions of individual U.S. drivers for Nov. 2011 at 0.86- this is down 14% from October 2007. The need to reduce reliance on imported oil for the U.S., Europe, China and India, the high price of oil, and the need to reduce automobile emissions to improve air quality, make improvements in average fuel economy and emissions per driver absolutely critical.

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The Dow Jones Average in the US went up by 11.3% since August 26, 2010, in anticipation of the Fed's quantitative easing, and the Republican win in the House and a filibuster capable 41 seats in the Senate. But on the eve of the midterm election in the first week of November 2010, the mood is changing. There is considerable concern that the Dow Jones average may have gone too far. Experts question the advantages of gridlock in Washington, especially when strong government action may be necessary in a crisis. And there are questions on how effective the Fed can be this time when the interest rates are already near zero.

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BMW holds the lead in premium car market over Mercedes. GM's progress in the European car market including Russian market. 72% growth in the Russian market for GM

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Bridgewater Associates estimate of the cost of the TARP (Troubled Assets Rescue Program) that Treasury is initiating and should have the legislation in place this week, "could reach $2 trillion". Other problems on the horizon. Psychologically a collapse of additional investment banks like Goldman or Morgan Stanley or of smaller midsize banks could rattle nerves over the next few months. Manhattan College finance professor Charles Geisst says "I don't think Goldman and Morgan Stanley could survive too many rounds of this." And BW says it sees a world without Goldman and Stanley as quite conceivable. Where are problems shifting to in the horizon for 2009? The socalled Alt A loans pose a real problem as default rates there approach 15% and it involves larger loan numbers than subprime, and the default rate is rising on prime mortgages with higher unemployment and weaker economic conditions. So the next area of serious danger to the economy will be the difficult economic conditions from tight credit, declines in consumption spending, declining production and higher unemployment, and defaults on corporate loans. These declines affect Chinese exports and would affect China's ability to take in higher US exports of capital goods and advanced machinery as China's growth rate slows even down to as low as 5% in a global slowdown of consumption and international trade. This is where the attention will turn to as we get into 2009. And riding out the storm will mean riding out these economic conditions after and alongside TARP....

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Mullaly's experience at Ford, its culture, changes he has made and the gradual improvements that are taking place and showing up in better quality cars, cars for a global market with all global product capabilities focussed on developing top rated cars and all energies focussed on fewer car brands, the Ford and Lincoln brands. But as results improve the test will be how well Ford can withstand the difficult conditions ahead as consumption is sure to decline, and sales of cars drop with it as carmakers go through 2008 and 2009. The decision to focus on profitability was a critical choice made by Mulally and shows his instincts are right to let Ford's market share drop to its natural level and cut production to cut inventories and let ford scale down into a smaller but profitable and reilient company. The other was to focus on global cars and global product capabilities under Dennis Kuzak. And the third move to get marketing right with Jim Farley taken by Mullaly from Toyota's marketing organization. And the focus would be only on the Ford brand and logo, so Mulally will close Mercury models and sell the premium luxury brands except Volvo with the sale to Tata Motors. The market and stock price is responding and Ford has already shown a profit of $750 million in the second quarter of 2007 by being able to sustain higher prices with fewer cars to sell. The Fiesta compact goes on sale in the US in 2010 and this with the redesigned Focus and other models will show how far Ford can go. The risk is now more in the economy as BW estiimates show a $3 trillion overhang of overspending that occurred over the last decade that will have to be worked down by US consumers and so one can expect a continued and protracted decline in sales not just for Ford but for all manufacturers in the USA market....

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As the U.S. population ages and grows at a slower pace the demand for automobiles is likely to peak in 2013-2014, and moderate in subsequent years. Automakers need to be vigilant about adding manufacturing capacity to avoid the problems faced in the last decade when sales and profits declined.