AOL Money & Finance

Auto industry bailout: A bloated government to lead a bloated industry

The case of the American car manufacturers being brought to their knees by the housing bubble, sub-prime lending and derivatives developed on Wall Street has been in the press for most of the year. If you believe that these issues are the primary cause of this almost imminent collapse of the industry you must be running one of them.

The truth is that General Motors (NYSE: GM), Ford (NYSE: F) and privately held Chrysler are led by bloated egos, with cars being built by bloated unions that are now begging to be saved by a bloated government. Except for the fact that the federal government can print money at will, it would have declared bankruptcy a long time ago itself.

Another difference between the bloated companies and their unions in comparison to the government is that the companies and unions could only lie and fool themselves for so long -- the government has proven that it can do it forever; and it is in this that it displays its greatest creativity.

It looks like a bailout is on its way from Congress but this may only be putting a terminal patient on life support. I have great concerns that the U.S car industry will go bankrupt next year or soon after the government stops propping it up with a cash infusion. Or perhaps, as some have suggested, it may morph into a single entity, through bankruptcy or otherwise.

It has been proven over and over again that better design and better marketing can lead to higher profit margins and greater demand for a company's products. Nike Inc. (NYSE: NKE), Apple Inc. (NASDAQ: AAPL), Rolex and others sell commoditized products available all over the world by many manufacturers, but still demand a premium. I am convinced that all of the issues we have been chattering about for days, months, and years figure into the equation, but none more than design and quality of product.

As long as someone is willing, or can be induced, to pay the price, then a broad range of other matters can be overcome. It is only when companies lose sight of the customer and the product that all their other flaws come to anyone's attention. Ask any athlete at any level what the most important thing is to maintaining peace in the locker room and he will tell you: winning. That is true for teams where everyone gets along and where they don't even talk to each other. You must succeed on the field! This is where the automobile industry has failed and continues to fail -- on the field; on the streets.

If the car companies do not change their approach radically they are doomed. Sure you have to trim costs and the UAW is a big part of that, but many companies pay similar benefits. Perhaps they will be in trouble in the future, but as long as the products are in demand there is no story about the bloated tech industry.

There are great American cars and many success stories, but the majority of the cars are mundane, second-rate products. Toyota created the Lexus brand and before you knew it, the entire line was competing with the best in the world -- not because of its cost structure, but design and quality -- and they charge more for the cars to boot.

We can do this as well when we apply ourselves. About 20 years ago Ford set out to create a better car and promoted its $3 billion dollar R&D effort in television commercials. The car was the Taurus and it was the leading seller in its class for almost ten years, beating out popular Japanese and German competitors. When this was happening I thought it must have learned something, but for reasons I do not understand it did not continue the process it had started and failed to produce equally competitive cars in other classes or a follow on to the Taurus.

The U.S. car industry will need years of improvement to get back into shape, but this means a total reshaping from top to bottom. The government can help in sustaining the car industry for a while. It can guide it through a restructuring process, cutting costs and reorganizing, but the talent or the inspiration required to be self sustaining cannot be legislated. If the companies are to survive in any form, then that is the long term challenge.

Can a bloated government save a bloated industry? I fear not. I do support keeping the industry alive for now, but only until the economy can be stabilized.

Are we just postponing bankruptcy?

Sheldon Liber is the CEO of a small private investment company and the principal for design and research at an architecture & planning firm. He writes the columns Chasing Value and Serious Money. Disclosure: I do not own shares of GM or F.

Get the latest on cars and trucks
from Ford and all brands at AOL Autos.

Reader Comments (Page 1 of 1)

Symbol Lookup
IndexesChangePrice
DJIA+15.7210,449.43
NASDAQ+4.022,173.20
S&P 500+2.501,108.15

Last updated: November 25, 2009: 12:58 PM

BloggingStocks Exclusives

Hot Stocks

Learn More About Ford Cars

Find Your Next Car

AOL Autos New Cars and Used Cars

DailyFinance Headlines

Latest from BloggingBuyouts

TheFlyOnTheWall.com Headlines

BioHealth Investor Headlines

WalletPop Headlines

My Portfolios

Track your stocks here!

Find out why more people track their portfolios on AOL Money & Finance then anywhere else.

BloggingStocks Partners

More from AOL Money & Finance

WalletPop Headlines