Detroit Shifts Gears Against Japanese
American Automakers Have Lost Ground And Are Doing Everything To Come Back
-
Play CBS Video Video U.S. Cars Improve In Quality American consumers favor Japanese cars for their exceptional quality. Now the "Big Three" U.S. auto makers have upgraded their products but are struggling to convince Americans. Anthony Mason reports.
-
-
Scion cars from Toyota are stacked in a display, 07 January 2007, at the North American International Auto Show at Cobo Hall in Detroit, Mich. (AP)
-
The Jeep Trailhawk concept vehicle is introduced at the North American International Auto Show in Detroit, Mich. (AP)
-
The 2007 Chevrolet Volt concept car, a the sleek new electric vehicle being unveiled this week at the North American International Auto Show in Detroit, Mich. (GM)
-
-
Photos 2007 Detroit Auto Show The automotive industry pops the hood on the North American International Auto Show.
-
Photo Essay What A Concept Auto makers showcase new styling, technology and more at Detroit Auto Show.
-
Photo Essay Best At Show Saturn Aura, Chevrolet Silverado chosen Car And Truck Of Year at Detroit Auto Show.
"I visually check for any loose or any improperly installed parts," he said.
Jim Stone puts cars through a 20 minute soak test.
"And as you can see the spray, it saturates the car. Any small defect or any small concern that's on this car — it will find it," Stone said.
In his 40 years at Ford, Stone admits quality hasn't always been job no. 1.
"When I first came in here and I started thinking on my own — I tried to think on my own! — I was told that I was not paid to think. I was paid to do," he said. "We got the feeling that: it's a part you put in, don't worry about it. Now, it's that if the part don't fit, stop the line, get it to fit, find out what the root cause is."
Changing plant procedures isn't easy, but changing customers' attitudes may be more difficult. Spear says perception is a hard thing to turn around.
"If someone goes in and has an experience that doesn't disappoint, they won't tell anybody. If they have an experience which absolutely delights they tell one person. And if they have a disappointing experience they tell nine," Spear said.
Five years ago, GM brought in Bob Lutz, a living legend in the auto industry, to help improve the look and quality of its vehicles. With sharp new cars like the Cadillac unveiled at the auto show, Lutz believes GM is now as good as the other guys. But he admits that may not be good enough.
"At equal vehicles, most U.S. consumers today, especially on the coasts, will say, 'Okay, this Chevrolet is as nice as my Camry. As nice. Why take the risk? I'll stay with the Camry," he said.
"Toyota may no longer be the best in the world in quality. Several domestic brands that score higher than Toyota — doesn't matter. They have the reputation. They have good resale value. So how do we get those people to consider us when the default position is Toyota or Honda? It means we have to do something more. We literally for a few years, I like to say, have to be more Catholic than the Pope."
Can American carmakers pull back in front in the race for quality? The stakes have never been higher. With Detroit losing billions of dollars last year and laying off 70,000 employees, plant workers like Jim Stone now understand it's not just a matter of surpassing the Japanese — it's a matter of survival.
"Because if we don't build it right, then you're not gonna buy it," Stone said. "And if you don't buy it, then we're out of a job."
© MMVII, CBS Interactive, Inc. All Rights Reserved.
