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How does Honda keep increasing sales and profits year after year worldwide? As much as a 38% increase for the 4th quarter 2007, and this with half of its 3.9 million vehicles sales being in the weak North American market. Quarterly sales went up by 10%. Having better made models which customers prefer is one reason- the Odyssey, Civic and Accord and having hybrids and gas saving cars. Honda plans to invest heavily in new technologies such as gas-electric and diesel for fuel economy, and in new hybrids which are affordable.

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Blinder has analyzed occupation by occupation, which ones are most likely to be offshored and in what numbers. See the chart in the WSJ piece for the occupations that may be hit hardest, and which make up this 40 million that he sees being shifted to India and other places. See the Foreign Affairs piece in 2006- "Offshoring: The Next Industrial Revolution."

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Michelin has come up with a tire that improves braking distance and reduces rolling resistance on the tire. This "green" tire is now on the Peugeot 308 model car. It brakes 10 feet shorter than the previous generation tire and cuts carbondioxide emissions by 4 grams per kilometer, equal to a reduction of one metric ton of carbon dioxide during the life of the car. Michelin charges 10% more for this tire. All this is happening while tiremakers in the US which hasn't signed the Kyoto Protocol like the Europeans have, are trying to dissuade Congress and the states from passing new legislation or adding to the current energy legislation to mandate fuel efficiency standards for tires. One of the US tiremakers arguments is that it would create safety problems by increasing braking distance. Which can't be very convincing if Michelin already has the technology. The Japanese tiremakers like Bridgestone also are trying to develop new technologies to come up with better more fuel efficient tires. As this happens will this put US tiremakers behind and give a competitive advantage to the European and Japanese tiremakers? Note that a study in 2006 by the National Academy of Sciences in the USA estimated that about 2 billion gallons of gasoline and diesel fuel could be saved each year in the US by reducing rolling resistance of the tires by 10%. This was estimated to be the equivalent of taking 4 million cars and light trucks off the road. Other studies on the cost side show that the increase in production costs in Europe for reducing rolling resistance of tires comes to about 20 to 30 euros. Add to the 2 billion gallons of gasoline saved in the US the amount saved in Europe and Asia and you have a substantial saving. Add increases in air conditioning efficiency, increases in fuel efficiency of automobiles, and you have significant reductions in demand over the next 5 years and even more over next 10 years. How will this affect gasoline demand and prices? ...

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The funny German ad for the Jazz is playful and funny. Its a redesigned Honda Fit minicar sold in Europe as the Jazz. Acura's TSX is essentially a European Honda Accord. Saturn is offering a version of the European Opel Astra compact. Ford is bringing the Fiesta here from Europe as the new Verve compact car and it unveiled a prototype of a New York City taxi built on a van Ford sells in Europe. VW is planning to bring more European cars here and build a factory in the US. And Mercedes is brining models here equiped with its new Blue Tec diesel engines. And Daimler is bringing its tiny Sart Fortwo car to the US with a website that has taken 30,000 orders already. The market is going global for cost reasons. And its a market looking more and more like the European market where the local carmakers and the foreign carmakers are all jostling for a share of the pie with a fractured market and each car maker having a small share of the market. Ford, GM and Chrysler compete with Toyota, Honda, Renault-Nissan, VW, BMW and Mercedes all with a small share of the overall market and all these companies now operating as global companies with operations all over the world and building models now for a worldwide market. Ford is clearly following this trend and Mullaly wants to see good European modelsbrought quickly into the US and costs for developing models shared across a worldwide market. Smaller size also works to bring European and Asian models adapted to the US because the US market is moving towards fuel efficient smaller cars. So there is a convergence from a number of angles, for it to make sense to build a good car and sell it in as many places as possible, and the old region based logic does not make sense any more....

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Porsche is opting for hybrid engine over diesel as a choice for fuel efficienct vehicles. Its designing a hybrid engine for its Cayenne SUV that will give 25 mpg and reduce gasoline consumption by about a third. The hybrid Cayenne will make it to showrooms by the end of 2010. The German market is increasingly moving towards fuel efficient vehicles and interest in climate change and reducing the impact of emissions is strong. Emissions taxes (tying vehicle taxes to emissions) are being considered in Germany and carmakers are seeing a slide in sales in the first half 2007 of 9% compared to 2006 as customers are waiting to see which vehicles will get taxed the most.

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Conversation with Ford's marketing chief Jim Farley who had 17 years with Toyota and marketed the Scion brand. He is a guy who likes to get a fresh look at things like talking to a security guard before coming up with a marketing plan for the Scion, and talking to a maintenance technician about the 150, all off the beaten track. This is reflective of the approach of Jim Farley. Even talking to psychologists about how to convince people to come and try out Ford cars. He is excited about Ford's Eco-boost engine which is a direct injection technology engine which Ford can democratize as he puts it to put it, on some 500,000 cars and trucks by 2013, something not done before. This is a technology that scales up pretty well. Drivers in Western Europe are familiar with direct injection diesels as a way to cut high gas costs and cut emissions, but Americans are not that familiar with it. It boosts fuel economy by 20% and reduces emissions by 15%, and giving a V6 the power and torque of a V8 engine. Basically it injects fuel directly into the engine in small specific amounts so that very little is wasted and the turbocharger uses waste energy from exhaust gas to drive the turbine. He is also in charge of promoting and marketing the Eco-Boost engine, which will show up first in the 2009 MKS Lincoln sedan. ...

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Petrobras and the discovery 200 miles offfshore of the Tupi field with estimated reserves of 5-8 billion barrels of light crude oil. As Brazil is self sufficient in energy with its own ethanol industry helping substitute ethanol for oil at the pump, it can become a major exporter with this find. However even with Petrobras technology and expertise in offshore drilling its a challenge as the oil is 4.5 miles below the oceans surface, and involves drilling through 7000 feet of water and 17000 feet of sand rock and massive salt layer. Cost could approach $20 billion according to analysts with current inflation in oil drilling rig costs. It involves challenges like building floating liquefied natural gas plants. Gabrielli, the Petrobras CEO thinks Petrobras has the expertise to develop it on its own. If oil majors are given the chance to join in the development the investment terms will be ones that favor Brazil. Gabrielli pointed this out saying that Brazil had already incurred most of the risk in exploration offshore so the oil majors have far less risk and Brazil should invite them only on its own terms if needed. The Tupi field puts Brazil ahead of Canada in oil reserves and in the leagues of China and Nigeria, with new Brazilian reserves at 17.2 billion from the 12.2 billion barrels currently. Brazil has invested in refineries with 2 new refineries coming up in 2010 and 2014 to increase refining capacity by 40%. It is also investing to convert heavy crude oil into diesel and $8.6 billion to reduce sulfur at 11 refineries. The Tupi field will take about 7 years to develop. Similiarly the Kashgan field in the Caspian in Kazakhstan is also in difficult in this case icy and gases filled environment that will take years for a Eni led consortium to develop. When oil does come will the demand situation have changed with new conservation taking hold in the developed world and the cars in developing countries more like the Tata Nano at 54 miles per gallon consuming less gasoline? Even with increase in energy needs of developing countries, improved efficiency and new technology for conservation brought into developing countries could if not significantly reduce, at least moderate demand. To the point where prices drop from $100 a barrel to something more affordable to developing countries....

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India and China subsidize the cost of fuel to their people. In India kerosene is the urban poor's cooking fuel. It sell around Delhi at Rs 9 a litre compared to a market rate of about Rs. 25. Inida subsidizes kerosene and liqueefied petroleum gas directly and subsidizes diesel and gasoline indirectly by preventing the state oil companies from increasing prices, instead issuing bonds that help compensate the oil companies for their increased costs of crude. In October the Government announced it would issue bonds worth 235 billion rupees this fiscal year to compensate the oil companies for 43% of their losses, according to Lombard Street Research, a British firm. The fuel subsidies amount to a total of $17.5 billion or about 2% of GDP. The government which is a shaky coalition facing elections in the near fuure is unlikely to hurt election prospects by increasing oil prices, in addition to the facts that the country's poor depend on these subsidies to carry on their daily lives.

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GM will invest $3 billion in electric car production in Michigan. The Orion Assembly plant near Detroit  will produce electric pickup trucks- renovation costing $2 billion and bringing 1500 jobs. A new battery cell factory near Lansing would bring $2 billion in investment in 50-50 joint partnership with LG Energy Solutions creating 1200 jobs. Ford is investing in other states, with $11 billion investment in building 3 battery plants- 2 in Kentucky, one in Tennessee near Memphis. Tesla is investing in Austin, Texas. GM says it is revamping existing factories to save $10 billion through 2030. The new GM investments are part of $35 billion in spending on electric cars through 2025.  For the US as a whole these investments change the look of the auto industry from one that in the past put factories in China and Mexico for gas and diesel vehicles. The shift to electric is now being taken as an opportunity by the Biden administration to encourage auto companies to make a new beginning and speedily build the future electric car base in the homeland itself. So that American workers and families come first in the great American tradition. ...

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Interview with Dieter Zetsche, Daimler's CEO on what Mercedes is doing. Daimler is introducing the Smart car in the US in a big way. Its just 8 feet long and gets 40 miles per gallon. Demand for it from dealers was so strong that instead of 40 dealers as planned Mercedes has setup 67 dealers in 31 states in the USA. About 3500 were sold in the first 3 months, Feb to April 2008. Its Bluetec program is another way its boosting fuel efficiency. The Bluetec program is for making diesel engines as clean as gasoline engines and gasoline engines as efficient as diesel engines. Its the second generation of direct injection systems and both engines will work with self ignition. And Daimler is on the path of combining these engines with hybrids. And also develping fuel cell and all electric battery driven vehicles emission free. As Zetsche says Daimler is moving along this path very fast. In lithium ion battery in cars Daimler is taking the lead. He says the American and Japanese makers are pushing hard but Mercedes is ahead by taking the car to market that has a lithium ion battery. How does Daimler do it? It has about 24 patents. The main reason no carmaker has made it to market with lithium ion battery for cars is the cooling problem that has been seen in laptops also. Mercedes solution to this has been to integrate the cooling of the battery into the cooling system of the car with a sophisticated system, hence the many patents. Next year Dailmer will introduce the S-Class with a six cylinder gasoline engine, the S400 Hybrid with a lithium ion battery, and it will be the first in market. Dieter Zetsche is so confident that he says it will have perfect performance and absolute safety. With targets for fuel efficiency in Europe more aggressive than in the USA, and the German public pushing for higher fuel efficiency aggressive emissions targets and intolerant of excuses from German carmakers, makers like Daimler are moving very fast in this direction. Adding to pressures from the German public, they see oil prices at current levels for the foreseeable future, this adds to the urgency. Americans and Japanese makers stand the risk of falling behind. See the links to the pressure from German public opinion and the German carmakers response to this. And clearly Zetsche reflects that confidence in this interview. Daimler's Mercedes division is selling a lot of cars in China, Russia, and the Middle East. As he put it there are 400,000 millionaires in China and Mercedes are sellig very well in these markets just as the US market shrinks. And these are cars in the dollar 40,000 plus or $100,000 plus range in which Mercedes has he lead. This market will also shrink as the global economy slowsdown but the profits from this market will probably be plowed into the Bluetec and other advanced fuel efficiency programs that will give Daimler a market advantage in the longer run....

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To get a clearer picture of the potential and problems with alternative fuels one has to cut through the political lobbying aspects to get an idea of what is doable without environmental consequences. There are many issues connected to the new mandate Congress is writing up for use of 9 billion gallons of fuel made from biomass in 10 years by 2017 and 21 billion gallons by 2022. Since it takes about 700,000 tons of biomass to produce 50 million gallons according to one energy analyst it would require the movement of 126 million tons of biomass from biomass growing areas to biomass plants that convert it into fuel in 2017. This would mean burning energy for transport and would require development of the logistics. The technology isn't here yet but scientists know that biomass can be converted into fuels resembling gasoline or diesel based on the molecular chemistry. Environmentalists and national security groups have joined together to push for this sweeping mandate that the Energy department estimates can replace a third or more of the country's gasoline needs by 2017 or 2022 as the fuel efficiency fuel savings also kick in by that time. The idea is to growthe types ofplant material and straw, switchgrass, that would require very little water and fertilizer to grow. Its the challenge scientists have to take on. And to use tree trimmings, corn stubble and certain kinds of garbage thats a biomass for conversion into fuel. Today about 7 billion gallons of ethanol are made in the USA after Congress passed a law in 2005. Its used mainly as an additive and replaces about 4% of the gasoline used in the USA. Congress new mandate on ethanol calls for an additional 8 billion gallons of ethanol from corn by 2015, in 8 years. Right now corn prices are soaring and corn used as feed for livestock is becoming costlier for meat producers causing them to complain and because it takes about 20 million acres of corn to produce these are acres that cant produce vegetable or fruit or other grain and food producers and processors are complaining that this raises the prices they pay for the inputs they use. So there is a lot of lobbying going on back and forth and some of the statements reflect this. The petroleum industry also does'nt like the idea of nonpetroleum based products and hasnt been too enthusiastic about this mandate and hasnt really made the conversion to their refining and distribution networks for widespread use of these alternative fuels. But Congress is determined and public opinion polls reflect the concerns of a public that is upset about nothing being done about the nationa's dependency on foreign oil. For this see the recent Business Week link. All this is going on while the price of ethanol has slumped and corn price inpouts for ehtanol production are soaring making ethanol less profitable, and see the recent link to the WSJ for this. Congress is responding to grassroots public opinion that wants something done and just as the auto industry learned by its failed lobbying on fuel efficiency the petroleum and other industries are just going to have to live with it it seems. ...

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Interview with Honda CEO Takeo Fukui. In June Honda will rollout a new hydrogenpowered fuel cell vehicle called the FCX Clarity. Its powered with electricity produced by combining hydrogen and oxygen in batterylike fuel cells. Honda will have this vehicle available for lease this summer in California and aims to deliver about 200 of these cars by 2010. Fukui's attitude is refreshing when compared to that of other automakers when answering a question by John Murphy of the WSJ about why try to build a hydrogen car when the stations to power the cars do not exist yet. He tells Murphy if you asked were there any gas stations when Henry Ford came up with the Model T, there weren't any, lets build the cars first and the infrastructure will follow. And Honda is working on the technology that will make it possible to charge hydrogen into fuel-cell vehicles at home . He sees it happening first in California and some other states, and in Japan and Europe. And he sees it taking about 10 years to get some sort of infrastructure in place. Considering the long term nature of the demand side with the gradual inclusion of billions of people in China and India as well as Brazil and Russia into the world economy as well as people in other developing countries this is a solution that takes patient and focused development of technology which Honda is setting out to do. He does not see a safety issue in use of hydrogen vehicles as he is confident Honda can develop the expertise to handle the safety issue for hydrogen. What is his thinking on green vehicles? What happened to the Insight the first hybrid car that Honda introduced? The Insight was never intended to be a mass seller, only to establish Honda's record as having the best record in fuel efficiency. What is Honda doing in this area. Honda does see a problem in this area. Toyota he says developed a green image largely on the back of one car the Prius. Honda will come up in 2009 with a dedicated hybrid vehicle to match the Prius. And Honda is setting the bar high for this Honda hybrid, saying that his feeling that this model will have to overwhelm and overtake the Prius. He goes on to say that this is key for us. Honda he says will take on the challenge and compete with Toyota with its products, its technology, and its racing spirit. This gasoline-electric hybrid will be introduced early next year in the USA, Japan, and Europe, and it will be the first of 4 hybrid models Honda will introduce by 2015. Regarding price the company says it will be "affordable". Honda's goal is to sell 500,000 hybrid vehicles a year. Toyota aims to sell 1 million hybrid vehicles early in the next decade and is working on developing its own hydrogen fuel-cell vehicle. Is Honda developing electric cars? Takeo Fukui thinks the practical feasibility of the electric vehicle is very limited. The two biggest issues in his view being driving distance and recharging time. The FCX Clarity can be recharged in one minute, compared to the several hours for an electric vehicle. In his view the electric vehicles will be uselful only for restricted applications like golf carts. Nissan and General Motors are planning to launch electric vehicles. What is Honda's environmental strategy? Honda being a smaller company has to focus its resources wisely with strategic choices. His focus is on the hybrid as the core product, and after that comes fuel cell and clean diesel as the core products to tackle fuel eficiency and CO2 issues. Takeo has spent more than a decade on Honda's racing teams. He drives a CR-V and enjoys driving up and down the mountains, does not race but does get on Honda's test track once or twice a year. And what has he learned from all the years in racing. When he was fully engaged in the motorcycle racing teams he says the pressure was very high and if they did not do well they got bashed by managers and the media. And actually the results were disappointing for years and the teams kept losing. For hime the series of difficulties and challenges was something that he feels everyone should experience because in some ways he acquired wisdom and creativity to get through these experiences. This is some thing Honda and Fukui will need as they try to develop their own hybrid to take the lead from Toyota and come up with industry leading technology in tackling fuel efficiency and CO2 issues. His own approach to management? Two things he always keeps in mind are take time to keep up good communication with associates at work, and testing Honda's own products with his own hands. What does he think about the auto industry in 2008, is it a turning point? He says it has becom clear in 2008 that a company has to have the technology to deal with carborn dioxide and fuel efficiency issues. And its clear that smaller vehicles are more attractive than larger vehicles. And its possible he says that we may go back from automobiles to motorcycles. In fact in India Honda is promoting motorcycles in a big way, while Tata is developing the Nano for mass market, so Takeo is talking about something that Honda sees happening in some places. ...

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Wagoner became President at age 45, CEO at age 48. So you would think that young blood is coming in to GM, but that does not appear to be the case. At the Board level most of the Board members like George Fisher formerly of Motorola, have been around for a long time, and there does not appear to be new blood that would bring in fresh thinking. And serious decisions about investment in developing new technologies to develop fuel efficient cars, like hybrid technologies, electric and other alternative technologies, diesel technology, have been held up for years at General Motors. The way decisions are made on such issues with Board members voicing their opinions more than wrestling seriously with the issues, shows serious shortcomings of management and the Board. At key points of decision making the CEO and key members of his team had not prepared carefully, and Board members did not come up with serious thinking on the problems facing GM. It, appears that the investment in technologies to develop fuel efficient cars much earlier, long before they were finally being addressed in 2006, was a failure of Wagoner's management and of the Board. Management discussed this but continued to be mired in old ways of thinking that continuing with the status quo- cars with existing low fuel efficiency- would not expose GM to illwinds as preferences changed. Its clear from the description here of discussions within GM that the old thinking is quite entrenched at GM, and Wagoner just was not the kind of person who could vigorously articulate a new vision for GM. A couple of things are noteworthy in this account of management indecision at GM. When fuel prices began hurting sales of SUV's and large vehicles in 2005, efforts to get a decision on investments in new technologies for fuel efficiency for the whole product lineup failed at the Board level in an April 2005 meeting. One Board member saying at that meeting, that" do we want to lose another billion dollars in developing new technology for fuel efficient cars." And no one calling him to account that the remark still did not address the point that GM had to respond to the changing market and world oil dynamics, and not just hope for the best, as GM had aggressive competitors, and faced continually diminishing role in the market place for the entire decade of the 1990's. While April 2005 was already at the tail end of the previous era of gas guzzling cars and a decision then would still not have shown a forward looking vision of things, it was not until 10 months later that a decision was reached. And this almost from necessity, as oil prices jumped in 2006 after hurricane Katrina, and by this time President Bush was also calling for higher mandated fuel efficiency standards. The other noteworthy point here is that by making the changes so late in the game, GM had to compress the development cycle for new and some cases unknown technologies into short time frames. If the ingenuity of its engineers comes to its rescue it still faces another hurdle that of cost, because the technologies have to be perfected and improved, so that the costs are low enough for customers, and importantly comparable with what it is costing competitors to make the same fuel efficient technology engine or other part. Which is why one Honda executive remarked, "GM like everyone else is serious about this, because they have to be, but how many of their hybrids and how many Volts will they sell? Their technology is very expensive." Even if GM develops the Volt electric car by 2010, GM will need a whole range of fuel efficient technolgies to power its large product lineup. Its just to hard to avoid the conclusion that this is going to prove costly. All the dragging of feet and indecision, and failure to prepare GM for a different world in case something drastically different from what was expected happened, will prove very costly especially considering how aggressive and well financed some of the Japanese and German competitors are. It also hard to avoid the conclusion that there is too much bureaucracy at the large auto companies, and getting new blood and new ideas and fresh thinking is tough in a place where everybody agrees with everybody else, and there is uniformity of thinking. This makes it difficult for any original or wayward types to thrive. These bureaucracies look up to the top for direction. Initiative is discouraged on one hand, and at the same time even if a new direction is taken at the top. a lot of resistance can be expected to implementing it throughout the company without persistent persuasion and reminder of new facts and realities. This is true for both Wagoner and Mullaly as they face the skepticism of subordinates to new direction. Mullaly for instance has to remind his managers that large vehicles are only a small percentage of the entire global market, and if Toyota is making money in small cars so can Ford. See the link to this. Is Toyota immune from bureaucracy type behaviour throughout the company? Not really, Toyota's chairman emeritus came out of retirement in fact and went out of the way to caution its CEO and management about their complacency a year or so before. Shoichiro Toyoda personally intervened to caution against too much expansion in the US and climbing wage costs, and other risks they perceived such as the company managers in the USA appearing to be resting on their laurels. See the link to this. A lot of discussion is probably going on within these companies about the present state of affairs, and considerable anxiety for what the future will bring. It may be useful to ask the question is there something that makes it difficult for once successful organizations -now with entrenched bureaucracy and set ways -to put forward leaders with vision and foresight, till it becomes very late? The vision and foresight about where their markets and the world is heading, and the ability to move their organizations in that direction. Or to break out of old patterns of behaviour and thinking....

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Revised auto fuel efficiency standards win the support of GM, Ford, Chrysler, Honda and Hyundai. These standards would lower the average fuel economy to 54.5 miles per gallon by 2025, a decline from the initial target of 56.2 mpg. The revised proposal calls for a 5% average annual increase in fuel economy for cars and a 3.5% increase for light trucks through 2021. After 2021 both cars and trucks have to meet a 5% annual increase. Useful innovation in the new standards is to provide credits for hybrid pickup trucks, and give credits for technological advances that improve fuel economy but don't show up in EPA tests such as the one that shuts of the engine when a car is idling. Other credits would be offered for solar roof panels on electric vehicles. It includes incentives for "promoting early market penetration of tailpipe CO2/fuel consumption reducing technologies." This comes after a long period in which the U.S. lagged behind other countries in fuel economy. It could be one of the main achievements of the Obama administration, and help build a new auto industry around new technologies....