Ford's CEO also says Americans must “get back in love” with small cars. Can they?
The name of the game in the auto industry is global expansion, but the American automakers have had a rough go on that front in recent years. They've all but entirely retreated from Europe, they're smaller than ever in Latin America, and more existentially, they're getting hammered in China by newer, better homegrown competition.
Historically, unless they got help from partners in Europe, Japan or Korea, the American automakers have never been that great at making smaller, more affordable cars, period; how do think Volkswagen made inroads into this country? The American emphasis has always been on size, comfort and profit margins. It's also why they got creamed by the Japanese in the 1970s and '80s when gas got expensive and emissions standards got tight.
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