For a decade or so I have been saying terrible things about our automobile companies, and for a couple of years I have been saying them here. (Bullshitting in the Economist is a suitably provocative example. You can search the blog for automobile, Toyota, or Detroit and you’ll get a bunch more.)
Now Toyota is about to pass GM as the #1 auto company in the world. GM, Ford, and Chrysler are not catching up. They are headed in the other direction. Yes, I know the same old excuses are still on the table, to which now we see added “this unexpected economic turnaround.” “Who could possibly have predicted….?” Anyone who was paying attention. Many are culpable. The auto executives, who stopped thinking and learning a long time ago. The media, who have been buying the excuses. The rest of us, who have not spoken out early enough or strongly enough. Our American style of bravado, in which, Rocky style, we praise what is “ours” no matter how obviously troubled it may be.
Business Week, in a December article about the world’s most influential companies, doesn’t spend much space on their automobiles. They tout the way that the quality of thinking in the company is being applied to other fields. Healthcare in this case. (Anne Miller gave me the article.)
Toyota deserves the praise it is getting. What a pity that with 50 years to listen to them – and they have been talking to us for that long, and they have not been hiding their secrets under baskets – we still don’t know how to listen to them.