Presidential Task Force on Automobiles Falls Into the Perception Gap

Robert Farago
by Robert Farago

GM is so screwed. We are so screwed. On the occasion of Old GM’s judicial death sentence, Steve Rattner offered an instant analysis of what New GM needs to do to survive: eliminate the perception gap. “There’s often a lag between perception and reality,” the head of the Presidential Task Force on Automobiles (PTFOA) told jobbing journos. Automotive News [sub] puts it this way: “General Motors must convince consumers that the quality of its vehicles has improved to stop a decline in U.S. market share and survive after bankruptcy, a senior Obama administration official said. Steve Rattner, the head of the Treasury Department’s auto task force, said the quality of GM vehicles has improved, citing the Chevrolet Malibu as an example. But he added that consumers have to be made aware.”

1. Malibu schmalibu. In general, General Motors’ vehicles are still not as well-built as its class-leading competition. Check any long-term survey of quality, reliability, warranty claims, etc. Consumer Reports reports: “The reliability of many models still falls short.”

2. the “perception gap” is simply GM customers way of saying “we won’t get fooled again.” Do NOT accuse them of being stupid, however obliquely.

3. A comprehensive warranty is the single best way to eliminate this issue. So . . . where is it?

4. It’s not all about quality. Quality—a slippery term even amongst the carnoscenti—is a given in the auto industry these days. What’s needed here is branding. A relentless focus on a given brand’s unique selling point. For example, Audi’s haven’t been reliable since, uh . . . And yet they’re the up and coming luxury brand.

5. Rattner’s repetition of Detroit’s favorite meme is a bad, bad thing. He’s gone native.

Robert Farago
Robert Farago

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  • Bunter1 Bunter1 on Jul 09, 2009

    "He’s gone native." Bullseye, RF. You can't change a culture by adopting it. Once President Goodwrench finds continued support of GM is a political liability C7 will be just around the corner. Sad. Bunter

  • RetardedSparks RetardedSparks on Jul 09, 2009

    If you've been batting .250 and want to get your average to .300, you can bat .299 forever and you won't get there. Can GM bat .400 for a few years straight? Doubt it.

  • The Oracle Well, we’re 3-4 years in with the Telluride and right around the time the long term durability issues start to really take hold. This is sad.
  • CoastieLenn No idea why, but nothing about a 4Runner excites me post-2004. To me, they're peak "try-hard", even above the Wrangler and Gladiator.
  • AZFelix A well earned anniversary.Can they also attend to the Mach-E?
  • Jalop1991 The intermediate shaft and right front driveshaft may not be fully engaged due to suspected improper assembly by the supplier. Over time, partial engagement can cause damage to the intermediate shaft splines. Damaged shaft splines may result in unintended vehicle movement while in Park if the parking brake is not engagedGee, my Chrysler van automatically engages the parking brake when we put it in Park. Do you mean to tell me that the idjits at Kia, and the idjit buyers, couldn't figure out wanting this in THEIR MOST EXPENSIVE VEHICLE????
  • Dukeisduke I've been waiting to see if they were going to do something special for the 60th Anniversary. I was four years old when the Mustang was introduced. I can remember that one of our neighbors bought a '65 coupe (they were all titled as '65 models, even the '64-1/2 cars), and it's the first one I can remember seeing. In the '90s I knew an older gentleman that owned a '64-1/2 model coupe with the 260 V8.
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