Putting the Dream Car Out to Pasture "?"

Such was the title of an editorial in the New York Times last week. Only the "?" was not in the title. The article came close, but did not presume that it was a foregone conclusion that the dream car had - in fact - been put out to pasture. Nonetheless, I encourage you to read this brief one pager and decide for yourself.

In my opinion, the fundamental issue here is that Americans affiliate with their car and that they make a significant decision in their life when they decide what to buy (and what not to buy). Because of this, there is much room with which to work for an auto maker, and especially for a brand new auto maker.

The very idea that one must settle for "small" today, and that it is the job of an auto maker to make people "happy" about the notion of downsizing, is a limited and erroneous notion.

People in this country want their car and the buying process to make them feel good.