General Motors sales and marketing chief Mark LaNeve says he has considered an ad that would say “Buy American” is the last reason you should buy a GM car.
LaNeve, who announced a new pricing scheme for GM vehicles that cuts out a lot of the rebates in favor of lower sticker prices, says he got the idea when listening to a speech by Ford Americas president Mark Fields at the LA Auto Show about how Ford embodied American values and how Toyota was “desperately trying to act American.”
“We can compete on any level with the Japanese and Koreans and Europeans without talking about buying American,” says LaNeve.
I asked Honda President and CEO Takeo Fukui whether he felt Honda should walk softly these days as GM and Ford go through such financial pains. Through an interpreter, he said, No, and elaborated. “Contrary to what some executives are saying, there is more content from U.S. based suppliers in some of our vehicles than there is in many of the vehicles from Detroit.”