Trend: Bad strategic decisions in the past are suffocating many large corporations.
Jim Jubak isn't optimistic about the future for Ford and GM.
Source: MSN Money - Just call Chrysler the Big One - Jubak's Journal.
The 19th-century methods that let the Big Three rule the world for a good part of the 20th century won't work anymore. In the 21st century, a manufacturing company can either become Dell (DELL, news, msgs) or Apple Computer (AAPL, news, msgs), or it can slide into decline punctuated by crises. The only U.S. auto company that seems to understand that is what used to be called Chrysler. DaimlerChrysler stands a chance of being one of the global Big Three 10 years from now. (My two other nominees would be Toyota and Korea's Hyundai Motor (HYMLF, news, msgs).)
The steps that General Motors and Ford Motor have reported recently certainly sound dramatic enough to turn those companies' fortunes around.
And the fixes -- even though GM's plan produced an impressive rally in its share price -- still don't fix the two automakers' biggest problem. Even when they cut prices to levels where the companies are losing money on every car they sell, they can't stop the steady erosion of their market share. GM's share of the global auto market fell to 14.6% in the third quarter, down 0.8 percentage points from the year-ago quarter. And its share of the U.S. domestic market fell to 25.6%, down almost 3 percentage points from the third quarter of 2004. And that's the good news: October sales have started off way down, and Wall Street is projecting that, at current rates, GM will see its share of the U.S. market shrink to just 20.5%, its lowest share of the market since 1980. October-to-date sales at Ford show an even bigger drop.
Fighting the last war
In their plans, the two auto companies don't recognize how much the world has changed for makers of commodity goods -- and, yes, I think automobiles are now commodity goods. No auto company has a significant proprietary technology that distinguishes the bulk of its fleet from that of any other company. Increasingly, individual auto companies buy a significant amount of the product content of their cars from the same suppliers. Lear (LEA, news, msgs), for example, sells its seat systems, door panels, instrument panels and overhead systems to GM, Ford, DaimlerChrysler, BMW, Hyundai, Toyota, Nissan and Volkswagen, among others.
Sound like any other industry you know? Try the PC industry. Except for Apple's computers, PCs all run on Intel (INTC, news, msgs) or Advanced Micro Devices (AMD, news, msgs) processors and process their graphics with chips from ATI Technologies (ATYT, news, msgs) or Nvidia (NVDA, news, msgs). The mother boards and subassemblies inside different brands may even be put together in the same factories.