Nobody Stands Alone Anymore

Automakers and suppliers are no longer reluctant to use another company's products in their brands. And they're talking about it.

Detroit's North American International Auto Show couldn't come at a better time, and the timing of this year's event was never more perfect. The automotive companies spared no expense to showcase their latest and greatest vehicles to an international cast of media, as well as the record crowds that jammed Detroit's Cobo Arena when the show opened to the public.

But as I walked past one dazzling display after another, I noted a few subtle changes among the vehicles on view.

First, as impressive as they were, concept vehicles are no longer what they were in the past. Concept cars used to be so far-out in design that by the time they reached the street, they didn't bear any resemblance to the original concept. But at this year's auto show, many of the so-called concept vehicles were less conceptual and more realistic -- that is, it's easy to see many of these cars in future product lineups.

The Chrysler 300 Hemi C concertible, the Mercedes coupe and more than one of the GM concepts, just to name a few, all looked like they could be in dealer showrooms in the near future. And they probably will be, with only a few minor changes.

The second key difference about this year's show is the decision of the automakers to crossbreed their products across company lines. This is not a new concept. But in the past, companies seemed reluctant to talk about another company's products in their brands. Those days are over. And it was never more evident than at the Detroit auto show.

Even before the show began, General Motors and Honda announced an agreement in which Honda V-6 engines and automatic transmissions soon will be installed in GM cars. In turn, Hon any number of sources. But not today.

Next, Toyota President Fujio Cho came to Detroit -- the first time ever that Toyota's chief executive had attended the auto show. He spoke about strengthening his company's technology ties with GM and Volkswagen. Toyota and GM have been working together for a number of years. In fact, some Toyota drivers might be surprised to learn how many GM and Delphi components already are in their cars. But until now, the companies didn't talk much about it publically.

Still, the best examples of this new em of crossbreeding were on the show's display floor. There was Visteon showcasing its Visionary consumer technology on Ford's concept vehicles. But Visteon -- which, at last check, was still part of Ford Motor Company -- also was providing the entertainment system on the new Chrysler minivan.

Delphi's new four-wheel steering system was featured on GM's massive Terradyne concept truck. But Delphi, which only recently spun off from GM, also supplies the cockpit for the Mercedes ML sport-utility vehicle.

Even Johnson Controls (JCI) and Lear Corp., the giant interior systems suppliers, got into the act JCI announced a deal with Lego, the Dutch maker of children's plastic-block play sets, in which the two companies will offer a special JCI seating package, complete with fold-down Lego table, in Chevrolet's 2000 Venture minivan. Talk about unique crossbreeding! And although Lear didn't have any vehicles in the show, the company still issued a press release noting its products can be found on many of the Audi, BMW, Chrysler, Ford, GM, Saab, Toyota and Volvo vehicles on display.

What this means, of course, is that a whole new day is upon us in the automotive industry. Nobody's standing alone anymore. And the future will include an even greater number of joint ventures, cross-breeding and exchange of information among the automakers as they grow closer and, hopefully, prosper together.

That was the most evident concept at this year's North American International Auto Show.

Ron Harbour is president of Harbour and Assoc., manufacturing consultants in Troy, Mich.

COPYRIGHT 2000 Cahners Publishing Company
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