Listening to KKNT this morning, I couldn't help but hear the ad from Tempe Lincoln Mercury, essentially claiming an entitlement to American buyers since they sell "American" cars.
Auto dealers, along with the automakers, apparently still don't get it. Americans buy cars for a variety of reasons, but perhaps the most important are price, design, quality, and resale value. Less important is the ethnicity of the automaker, as most buyers know that many "foreign" automakers build cars in America, and many "American" cars and parts are made oversees or in Mexico and Canada.
I grew up in Detroit, and in a Ford family, so when I went to go buy a pick up in 2005, I axiomatically went to a Ford dealer to look at the Ranger. I had owned a Ranger STX years before, and was quite pleased with it. Upon reviewing the Ranger line at the dealership, I discovered that Ford no longer made the high-end STX, but only made a less comfortable (seats) XLT. And, that XLT was built on a ten year old chassis and design. I left the dealership unexcited about buying a Ford Ranger, and having made the decision to look at other brands.
Among other vehicles I looked at, including the yawn-inspiring "American" brands, I decided to check out the all new, completely redesigned Toyota Tacoma. The Tacoma, built in California, had a strong engine, great looks, awesome ergonomics, incredible features such as AC power in the pickup bed, comfortable seats, many compartments, 4 doors, built-in bed liner, great stereo, and came with many features included. I was sold, and bought the vehicle. Having owned two Ford Rangers in the past, and an F-150 pickup, I can honestly say the Tacoma was a much better vehicle, and, when it came time to get another vehicle, it held its value very well.
I now own a Toyota 4 Runner, and except for the pedals being a little too close together for my size 12 feet, I love the vehicle. In fairness to Ford, I have owed two Explorers and a Mountaineer in the past that were also excellent vehicles. However they did retain much value at trade-in time.
As a Detroit native, and fan of the auto industry, I'm a believer in the idea that Detroit needs a major shake-up. Bankruptcy may in fact be the best thing that ever happens to the automakers, and will allow them to break the union stranglehold on innovation, production, and profitability.
Whatever happens though, until the automakers compete on a wider range of buyers desires, beside brand ethnicity, many Americans will continue to buy cars from "foreign" automakers, myself included.
I love my 4runner its a beast and is goign on 250K miles
Posted by: magnaflow | 14 November 2009 at 12:40 PM