The big three two? 
I think these two charts are very telling. GM Leads the way with 15 different
"brands" and approximately 14 million units. Toyota, BMW, Nissan, and Honda with 15 different brands between them are the companies with the healthy operating margins. The article goes on to provide many "truisms" of the auto industry today that are the foundation of the misalignment for the traditional US automakers. ( I think the idea of the big three being the only US automakers is false).
The Economist has consistently done and excellent job reporting on the perils of the auto industry. Some of the quotes from this September 10th article follow:
"This superiority (by Toyota) has been achieved by concentrating on organic growth...Toyota has concentrated solely on improving its own offering, with a relentless focus on efficiency, cost-cutting, and a flood of new variations of successful models brought to market at an increasingly rapid rate."
Creating niches from common platforms is the new way to compete. In the past, making large numbers of a few models was the way to survive.
Toyota has followed a simple policy: give people cars that don't break and treat customers like royalty. (don't forget The Economist is based in London).
Where does it all end? What cars are you buying? At what discount? Doesn't this speak volumes? Then again their are the Ford "innovation" ads. Doesn't seem to be much Ford innovation driving down my street!
