It’s too late for us
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While driving through Texas last week, I spotted the following emblazoned on the rear of a brand-new Peterbilt 389: “Unemployed? Hungry? Eat your foreign truck!”
These words demonstrate both the best and the worst characteristics of our friends across the pond. The worst in the sense that they prove just how insular Americans can be; but the best in the way that they act as a reminder of Americans’ patriotism. If there’s a chance to buy American, then that’s what they do – especially those in the Midwest. This explains why, despite churning out mostly crap for the past four decades, the ‘Big 3’ have survived for so long (albeit with several billion dollars of government help).
But you don’t have to travel thousands of miles to find a country that’s equally as patriotic when it comes to buying vehicles. Between them, France’s big three car brands (Peugeot, Citroën and Renault) command roughly 50% of the domestic market. It’s a similar story in Italy, where just one brand accounts for about a quarter of all car sales. On a recent press trip to a Fiat Group factory, I was shocked to discover that only vehicles wearing a Fiat, Alfa Romeo, Lancia, Iveco, Ferrari or Maserati badge were allowed to use the conveniently located staff car park. Anyone daring to turn up to work in a competitor’s vehicle is forced to park a considerable distance away.
I reckon the same policy should be implemented at all factories belonging to British-owned car, van and truck manufacturers. Over to you Morgan, Ginetta, Atom and Radical!
Will Shiers