If you asked a car shopper 10 years ago if they would consider buying an American car over a Japanese, or even a German car, they would have laughed and told you to forget it. Back then, American cars were cheaply made, crudely inefficient and under-engineered compared to their foreign rivals. Oh, and they were also about as reliable as a Hollywood marriage. It was an embarrassing time for the “Big Three”; Ford, GM and Chrysler, with the glittering reputation of a century as an automotive superpower nowhere to be seen. Even now, there is no question that European and Asian cars are undoubtedly the superior products. Or are they? Over the last eight years or so, American companies has been experiencing a near-miraculous resurrection; a complete revival that not only gave the foreigners something to be nervous about, but something that could dominate them fair and square. Rejoice! American cars are coming back.
To illustrate just what was wrong with American cars 10 years ago, this Forbes article pretty much says that everything that American car companies ever tried to make ended up feeling ages behind compared to their Asian and European rivals, which explains why the best-selling vehicles of that year were all pretty much foreign. The reason was simple, American cars lacked in reliability, technology, refinement and design compared to their foreign rivals. I mean, given the choice, would you rather buy this?
…or this?
(Hint: go for the Toyota for the sake of your mental health)
It finally got to the heads of the Big Three’s top brasses that in order for them to survive, they had to not only do as well as the other guys, but do better than the other guys. The companies got immediately to work; cars like the Cadillac CTS, Chevrolet Camaro and seventh-generation Malibu, Ford Focus and Fusion that were unveiled in the late 2000’s seemed to show the American auto industry getting ever closer to the Asian and European car manufacturers. But that still wasn’t enough to cut the mustard, especially during the Great Recession. In order to be reconsidered as a serious player and to stay in business, the Big Three had to do even better. American car companies boosted investments in facilities and R&D to about $50 billion, they started concentrating on small, economic cars that were more in line with the times; they started extensive marketing programs to get their names out and had products that could back them up, they started participating in motorsports all across the world to showcase themselves and slowly but surely, consumers and the industry alike started to look at American cars in a whole new different light.
The hard work paid off charmingly. Sales of American cars shot up here in the American car market, and markets abroad started showing more interest in American cars. The companies themselves started series of extensive programs to expand their territories to foreign markets that were previously uncharted by the American automotive industry. Cars that are manufactured with an American badge on them are now attempting to compete with the most formidable names like Mercedes-Benz, Toyota, Audi, Volkswagen and many others with much success. Need proof? This year’s bestselling sports car in Germany was the Ford Mustang, and that’s really saying something because that means that in the home turf of the BMW M, Mercedes AMG, Audi RS and Porsche—once the hallmark of sports cars—an American muscle car has risen above them all. The Ford Focus has been dominating the European compact car market for years.
But are American cars really back on the leagues of the Asians and the Europeans? Not yet. American cars are still suffering from dodgy reliability, so much so that someone made a song about it. and the damaged reputation from the dark days are still holding back customers from going to the Chevy dealership or the Ford dealership, but it’s constantly improving; model after model, the Big Three are constantly outdoing itself and keep improving. There are definitely still ways to go when it comes to innovation and quality in American cars. But if you compare any American car from 10 years ago to cars now, it’s amazing just how much progress there has been. As someone who’s been a fan of American cars for a long, long time, I will be rooting for the American auto industry. And if any one of you reading this are currently thinking about purchasing a new car, I strongly urge you to get to your American car dealerships and see for yourself just how much better it is than some of you would’ve thought it was.