By Eric Peters
It’s fortunate
for the car industry that the government regards it as “too big to fail” –
because it’s going to fail again. Because of the
government.
This will be third time, actually.
The first time
was back in the late 1970s, when Chrysler rolled over like a mortally wounded
battleship – to a great extent because it wasn’t able to turn a profit selling
the cars it had anticipated the market would
want – but was stuck trying to sell cars the government told Chrysler it wanted. Cars that met the first round of
federal Corporate Average Fuel Economy (CAFE) standards, which stipulated
27.5 MPG at a time when the typical American car was as large as the
current-era’s largest cars, with a big V-8 under the hood instead of something
Toyota Corolla-sized, with a four under the hood. The Japanese at that time
made nothing but small, four-cylinder cars – so
Uncle handed Toyota, Datsun (Nissan now) and Honda an artificial leg up in the
market – while kicking Chrysler, et al, in the soft
parts.
It’s true the
American cars of that time were not of primo quality. And it’s true the first
round of Japanese imports were also just good little cars that sold on the
merits. But it’s also just as true that CAFE imposed ruinous costs on the
domestics, who were forced to prematurely retire entire vehicle platforms (and
engines) long before the investment in designing, tooling and so on had been
amortized (paid off) over the course of these vehicles’ otherwise natural life
cycle. It almost killed Chrysler – which was (and still is) the weakest of the
Big Three, with fewer resources to fall back on. But it also hurt GM and Ford.