Toyota over takes Ford.

Two very interesting stories appeared in the news today regarding the Ford Motor Company. While these two stories are at first glance unrelated; combined they give great insight into the domestic automotive industry, and the U.S. economy in general.

Today Toyota overtook to become the No. 2 automaker by U.S. and the first Ford Mustang ever sold, was set to bring in a price of of $5,500,000 at auction. This is part of a long trend. As all of the Baby Boomer’s age, classic muscle cars are selling at auction for prices once reserved for only a rare Bugatti or Ferrari. As a nation we are still in love with the Detroit classics, but our zest for the newer offering from the big three, leave us increasingly cold.


Ford corporate historian Bob Kreipke said it was the first time since 1931 that Ford wasn't second behind GM in U.S. sales.
Toyota spokesman Irv Miller said the distinction wasn't important to Toyota. "We don't pay a lot of attention to rankings such as that," he said. "It's always nice to see the product is recognized and accepted by the consumer. The consumer's going to be the ultimate determining factor in who the winner is."

While Mr. Miller might be repeating the official Toyota line, I find it difficult to believe that they are truly so “Uninterested”.

While our commitment to the cars that Ford, Chrysler and GM were putting out in the 50s and 60s seemed to be filled passion, our turning toward Toyota, Honda and Nissan, seemed to be fueled by practicality, economy and reliability. Not quite the stuff that fills your soul. It is hard to picture anyone 40 years from now getting “Teary-eyed” over a 2008 Camry.

For the past 20 plus years, the U.S. car industry has been trying any and everything it can imagine to once again spark the passion of the American market. The most obvious attempts have been resurrecting nameplates and at times the general look of cars like the Mustang, Camero, and Charger. The problem for Detroit has been at best these are seen as nostalgic, at worst remind us how weak and uninteresting the choices are today.

The U.S. Auto industry will continue to fall to our over seas competitors, until they can again “Connect” with the American car buying public buy offering cars that people “Want” rather that cars for which they will settle.
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Larry Lubell