Obama's mission

Obama's mission: deal with the now on cars, Kabul and banks | theage.com.au

* Thomas Friedman
* December 16, 2008

IF THERE is anything I've learned as a reporter, it's that when you get away from "the thing itself" — the core truth about a situation — you get into trouble. Barack Obama will have to make three mammoth decisions after he takes the oath of office — on cars, Kabul and banks — and we have to hope that he bases those decisions on the things themselves, the core truths about each. Because many people will be trying to throw fairy dust in his eyes.

The first issue will be whether to bail out Detroit. What is the core truth about Detroit? Car executives will tell you that it's the credit crisis, health care, retirement costs and unions. Sure, those are real. But the core truth is that for way too long Detroit made too many cars that too many people did not want to buy. As even General Motors conceded in its apology ad last week: "At times we violated your trust by letting our quality fall below industry standards and our designs become lacklustre." Walk through any college campus today; you don't see a lot of Buicks.

Over the years, Detroit bosses kept repeating: "We have to make the cars people want." That's why they're in trouble. Their job is to make the cars people don't know they want but will buy like crazy when they see them. I would have been happy with my Sony Walkman had Apple not invented the iPod. Now I can't live without my iPod. I didn't know I wanted it, but Apple did. Same with my Toyota hybrid.

The car consultant John Casesa once noted that Detroit's management has gone from visionaries to operators to caretakers. I would say that they have now gone from caretakers to undertakers. If they are ready to bring in some visionaries and totally restructure — inside or outside of bankruptcy — so they can make money selling cars that people will want to buy, then I say help them. I'd hate to see the Detroit car industry go under. But if all we are doing is prolonging car undertakers, then we have to let nature take its course