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The End Of Detroit - Micheline Maynard

Paperback Published: 21st September 2004
ISBN: 9780385507707
Number Of Pages: 368

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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, oneof the American car makers will no longer exist in its present form.

Industry Reviews

Acclaim for The End of Detroit

"[A] well-researched and passionate examination of contemporary culture, automotive and otherwise."
--Boston Globe

"Comprehensive . . . Maynard builds a persuasive case with layers of detail."

"Maynard's crisply written book coolly analyzes the causes of the latest fall of Detroit."
--The Economist

How Detroit lost its gripp. 10
A fallen comradep. 34
Two paths to the same conclusionp. 58
Journey from the inside outp. 92
Hot dogs, apple pie and Camryp. 115
The challengerp. 144
Nibbling from the bottom and the topp. 171
Detroit southp. 199
The end of Detroitp. 231
What do customers really want?p. 271
Epilogue : the world in 2010p. 295
A five-point manifesto for fixing Detroit's problemsp. 314
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780385507707
ISBN-10: 0385507704
Audience: General
Format: Paperback
Language: English
Number Of Pages: 368
Published: 21st September 2004
Publisher: Broadway Books (A Division of Bantam Doubleday Dell Publishing Group Inc)
Country of Publication: US
Dimensions (cm): 21.6 x 14.0  x 2.3
Weight (kg): 0.31
Edition Number: 1