The US auto industry is the ultimate dog-eat-dog world.
This Darwinism only gets tougher when the industry enters a downturn. Forecasts for 2008 predict the worst sales in a decade, at just below 16 million light vehicles—that is, passenger cars and light trucks such as pickups, minivans, SUVs, and crossovers, not counting medium and heavy trucks including 18-wheelers.
Even the top brands—BMW (BMWG), Mercedes-Benz (DAI), Honda (HMC), and Toyota (TM)—are constantly jockeying for position, coveting each other's turf.
BMW had record sales in 2007, but still wishes its flagship 7 Series commanded as much prestige as the Mercedes-Benz flagship S-Class. Mercedes-Benz had record sales, too, but wishes its entry-level C-Class had the fun-to-drive factor—not to mention the sales volume—of BMW's dominant 3 Series.
And you wouldn't think mighty Toyota has much to worry about, now that it's the world's largest automaker. But as they say in Japan: "The nail that sticks up gets hit."
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