Global Viewpoints North America Bouncing back

The economic slowdown of the past year or so took its toll on the U.S. automotive industry, with U.S. OEMs suffering the brunt of lost sales. This four- section article explores some of the issues shaping the U.S. auto industry and some of the technologies U.S. OEMs and suppliers are using to combat their emboldened overseas competitors.

Making headlines with a new high-profile “car guy” (Bob Lutz), a significant new concept vehicle (AUTOnomy), a new production vehicle (Cadillac CTS), and a new flexible assembly plant (Lansing Grand River), General Motors Corp. has enjoyed a pretty good run over the past year. The news hasn't been as good for Ford Motor Co. and the Chrysler Group, but GM's domestic competitors are showing signs of a comeback.

Are the Big 3 adept enough to halt the erosion of their North American market share in the face of fierce Asian and European competitors and, more important, to get a decent return on the dollar?