When I worked at Chrysler in the late ’70s, I drove Chrysler products and slapped “Buy American” decals on their bumpers. What else would you expect from a child of the ’50s who was caught up in “Leave it to Beaver” and President Eisenhower’s golf game. The “Beav” always worked out his problems, while Ike apparently didn’t have any in his world of isolationism.
So much for simpler times. Now we have a global economy, which our government and many corporations have embraced and fostered. For the scope of this column, just recognizing that as a fact is as far as I can go.
I believe our global vulnerability started when we let the Japanese take advantage of the major part of our economy, i.e., the new car market. In just a span of 15 years, the Japanese were able to exploit our car market by having the gall to build some of the highest quality, most reliable brands in the world, let alone in the USA. Looks to me like Korea is on its way to emulating Japan’s success.
Move over to the aftermarket. The same issue –– quality –– kept foreign manufacturers from making inroads to the American aftermarket. Anything that wasn’t made in America was deemed to be inferior and, in some cases, dangerous. Case in point were brake rotors produced in China. Ten years ago it was unheard of that parts sellers would stock them because technicians wouldn’t buy them. Many who did paid the price with a steady stream of comebacks and, in a good number of cases, the loss of customers...who tend to never come back after getting burned.
That was yesterday. Today, it’s easy to find parts sellers and installers who swear that there’s virtually no difference in the quality of parts made overseas vs. those made here (see our two major cover stories). Their critics, of course, say that the products these folks are handling are “value” lines that do the job, but not as well, at a lower price.
As the cost to own and maintain vehicles continues to rise, the question may become where consumers look to cut back. Key in their decision making is what they are told by the people who sell and install their parts. What story will you tell?
Apparently, the “white box” doesn’t scare shop owners like it used to. As long as a product performs and is backed by the seller, many could care less about its place of origin.
This topic deserves much more discussion. Although the “fit, form and function” mantra from the OEMs continues to be a challenge, foreign offerings may become an even bigger challenge because of increasing price and margin pressures up and down the distribution channel.
This may not be what you want to hear, but for a country that prides itself on competition and the free enterprise system, we shouldn’t expect anything less. And if there’s one thing that I’ve learned in all of the years I’ve been in this market, those who want to compete will find a way to do just that.
Footnote: I still drive a Chrysler, which was built in Canada by a
German-owned company.
