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The End of Detroit: How the Big Three Lost Their Grip on the American Car Market Paperback - 2004
by Micheline Maynard
An in-depth, hard-hitting account of the mistakes, miscalculations, and myopia that have doomed America's automobile industry, this is the story of how Detroit's Big Three automobile companies missed a golden opportunity to win back the traditional car-buyer.
From the publisher
First line
DETROIT'S LONG REIGN as the dominant force in the American car industry is over.
From the jacket flap
An in-depth, hard-hitting account of the mistakes, miscalculations and myopia that have doomed America's automobile industry.
In the 1990s, Detroit's Big Three automobile companies were riding high. The introduction of the minivan and the SUV had revitalized the industry, and it was widely believed that Detroit had miraculously overcome the threat of foreign imports and regained its ascendant position. As Micheline Maynard makes brilliantly clear in THE END OF DETROIT, however, the traditional American car industry was, in fact, headed for disaster. Maynard argues that by focusing on high-profit trucks and SUVs, the Big Three missed a golden opportunity to win back the American car-buyer. Foreign companies like Toyota and Honda solidified their dominance in family and economy cars, gained market share in high-margin luxury cars, and, in an ironic twist, soon stormed in with their own sophisticatedly engineered and marketed SUVs, pickups and minivans. Detroit, suffering from a "good enough" syndrome and wedded to ineffective marketing gimmicks like rebates and zero-percent financing, failed to give consumers what they really wanted--reliability, the latest technology and good design at a reasonable cost. Drawing on a wide range of interviews with industry leaders, including Toyota's Fujio Cho, Nissan's Carlos Ghosn, Chrysler's Dieter Zetsche, BMW's Helmut Panke, and GM's Robert Lutz, as well as car designers, engineers, test drivers and owners, Maynard presents a stark picture of the culture of arrogance and insularity that led American car manufacturers astray. Maynard predicts that, by the end of the decade, one of the American car makers will no longer exist in its present form.
In the 1990s, Detroit's Big Three automobile companies were riding high. The introduction of the minivan and the SUV had revitalized the industry, and it was widely believed that Detroit had miraculously overcome the threat of foreign imports and regained its ascendant position. As Micheline Maynard makes brilliantly clear in THE END OF DETROIT, however, the traditional American car industry was, in fact, headed for disaster. Maynard argues that by focusing on high-profit trucks and SUVs, the Big Three missed a golden opportunity to win back the American car-buyer. Foreign companies like Toyota and Honda solidified their dominance in family and economy cars, gained market share in high-margin luxury cars, and, in an ironic twist, soon stormed in with their own sophisticatedly engineered and marketed SUVs, pickups and minivans. Detroit, suffering from a "good enough" syndrome and wedded to ineffective marketing gimmicks like rebates and zero-percent financing, failed to give consumers what they really wanted--reliability, the latest technology and good design at a reasonable cost. Drawing on a wide range of interviews with industry leaders, including Toyota's Fujio Cho, Nissan's Carlos Ghosn, Chrysler's Dieter Zetsche, BMW's Helmut Panke, and GM's Robert Lutz, as well as car designers, engineers, test drivers and owners, Maynard presents a stark picture of the culture of arrogance and insularity that led American car manufacturers astray. Maynard predicts that, by the end of the decade, one of the American car makers will no longer exist in its present form.
Details
- Title The End of Detroit: How the Big Three Lost Their Grip on the American Car Market
- Author Micheline Maynard
- Binding Paperback
- Edition [ Edition: First
- Pages 368
- Volumes 1
- Language ENG
- Publisher Crown Currency, New York, New York, U.S.A.
- Date 2004-09-21
- ISBN 9780385507707 / 0385507704
- Weight 1.05 lbs (0.48 kg)
- Dimensions 8.5 x 5.5 x 0.9 in (21.59 x 13.97 x 2.29 cm)
-
Themes
- Cultural Region: Great Lakes
- Cultural Region: Midwest
- Geographic Orientation: Michigan
- Locality: Detroit, Michigan
- Dewey Decimal Code 338.476
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The End Of Detroit
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