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Automotive Industry

There's a little turtle in all of us

Automotive Industries, Nov, 2001

The turtle is a resilient beast with a great capacity for survival. It's one of the few creatures today that can still trace its lineage back to prehistoric times. And it has changed little in the process. It's adaptable, as it can live in the water as well as on dry land. It's slow, steady and persistent. It tends to be self-reliant and extremely independent, relying solely on its innate instincts to guide it every minute of every day. I know of no other creature with these capabilities -- certainly not "man."

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However, the turtle's only means of defense is to withdraw within itself and wait for the danger to pass. During this self-defense process it becomes inactive, relies on its self-contained stores for warmth and nutrition, and rests secure in the sense that this tactic has helped it survive before and will serve it well now.

See any parallels here?

In times of danger and uncertainty, the auto industry -- suppliers and OEMs alike -- pull back and withdraw. As a result, our forward momentum is impaired and we begin to stagnate, drawing on and depleting our stores and resources.

By definition the word turtle means archaic. By nature, the very thing that has helped the turtle survive for centuries has also impeded its progress. The same is true for our industry.

Have we learned nothing from the past? Is our only response to lay people off and cut, cut, cut? Did we not see the danger coming? Are our methods archaic, impeding our progress in the process?

We all saw it; we've been predicting it since the last industry downturn. Every good year was the harbinger of worse times to come.

At Automotive Industries, we recently compiled years of research regarding companies who invested in advertising during a downturn and reaped market share growth from their investment. Those companies who chose not to withdraw into their shells and continued their forward progress gained an average of 1.5 market points at the end of the downturn. Is there a company out there that could not benefit from a 1.5 share growth?

The logic is that you catch your competition focused on retrenching while you're already fighting from the trenches and moving the line forward. But when your head is stuck in your shell you can't see opportunities.

We're still going to be selling a lot of cars and light trucks over the next few months and years. Maybe not as many as before, but we didn't expect to. For suppliers and OEMs, global market share growth should be the focus at this time. Because when things turn around -- and they always do -- those companies who have invested will reap the rewards of their insight and their foresight.

I know it's hard. As the publisher of this magazine I find it difficult myself. But I do understand the principle behind the process. So we're looking for new customers in growing industries. We're focusing on growing our market share with our existing customers. And we're making the necessary investment in the magazine. We'll be the last to blink because we intend to be the last one standing when the dust clears and things are back to normal in our industry.

Like us, you need to get your head out of your shell, stretch your neck out, overcome your fears and move forward. Set realistic growth goals, redefine your product portfolio, identify the stars in your organization and reward them for their hard work and dedication.

Sure there's a little turtle in all of us, and a lot of turtle in some of you. But if you can learn from the turtle, you'll be better off. Let's get our heads out of our shells and move this industry.

What do you think? E-mail me at acummins@randallpub.com.

Andrew Cummins is Publisher of Automotive Industries.

Automotive Industry

There's a little turtle in all of us

Automotive Industries, Nov, 2001

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