Steve Jobs’s return to the helm of Apple was nothing short of spectacular. The company was on the brink of collapse. Although the product lineup was not that bad it didn’t really appeal to the general public and even creative professionals, traditional and traditionally loyal Apple customers were considering leaving the Mac camp. Today, Apple’s products are the most copied in the industry and beyond; an iMac G3 like iron, anyone? Every so often a iPod/iPhone/iMac etc. killer appears only to become either an also-ran or, worse, a spectacular failure.
The situation Apple folks found themselves in the mid 90s is more than similar to the dire straits the Detroit Three find themselves in now. Following the firing of Jobs, Apple was poorly managed and almost didn’t survive the onslaught of the Wintel platform although at the beginning of the 1980s it was on its way to dominance.
Detroit used to dominate America and the Big 3 moniker was well substantiated. Then came the years of mismanagement, dubious product line-ups, new technology was well, there wasn’t anything new or revolutionary implemented for years, take multivalve engines as an example,… and quality went south. Also, the Detroit wasn’t really making cars, as BBC’s Jeremy Clarkson said, it was a pension fund with car making as a side business.
If the history doesn’t repeat itself, it surely does rhyme in these two cases. So it’s not really surprising that from time to time there’s voice coming up suggesting that Washington should deploy Steve Jobs to get Detroit out of its quagmire. Those suggestions always alarm all car fans in America – obvious cars vs. computers jokes are fired, opinions suggesting that Jobs’s cars would be expensive, made in China, run only on 5-7% of the roads etc. are voiced. Apparently, Jobs knows nothing about car making.
But does any of the current Detroit CEOs knows more about how to make, sell and market cars? Judging by the results and financial situation of GM and Chrysler, not really. Ford is doing a little bit better and doesn’t fight for mere survival, but it’s far from being safe. With Chrysler almost dead, let’s focus on GM.
It’s product lineup is abysmal, there are too many duplicates, too many brands, too many options. Technology is dated (hybrids do attract attention, but they are too marginal or too far away), degree of sophistication low, and although there are some flashy products such as sports versions of Cadillac models, they’re not going to generate necessary sale levels. By the way, Cadillac used to be a luxury brand while Pontiac was supposed to be more of a sporty brand. But there was also a Chevy Corvette…. So why there are suddenly Cadillacs targetting BMW’s M-series cars while Pontiac is about to become a niche brand. Saturn, a poor-man’s GM, was supposed to be saved by rebranded European Opels, which A) had almost premium feel to traditional GM brands and thus B) were too expensive and not just for the budget brand.
Detroit has been sinking for few years now and if it hadn’t been for the buy-domestic patriotism of the American public it could have been much worse. Yet nobody in Detroit had the will to change anything. Streamlining lineups and improving quality wasn’t on cards either. It’s so bad that Japanese cars manufactured in the U.S. or Canada can be made to lower standards than comparable models for the Japanese domestic market or Europe. To see what I mean try Canada-made Corolla or Civic and then compare them to Japanese European offerings. US Corollas’ interior could compete with Romanian Dacias (now owned by Renault). The look and feel is very cheap. But they still feel better and better made than US cars. Europe’s Honda Accord is sold as an upmarket Accura in North America. American Accord is, well, questionable.
All these issues, in their computing incarnations, had to be addressed by Jobs upon his return to Apple. But he did not hesitate to fire useless staff and cancel products that nobody bother to look at let alone buy. Mind, Apple was HIS company. Doing the same thing for a bunch of car manufacturers without the emotional ballast would be a piece of cake, wouldn’t it.
The question is whether Jobs would be willing to accept the post of the Car Czar. Not likely. And not because of his health problems. No doubt he would turn Detroit into a prosperous company – even if he had to do it via cooperation with Toyota (think Microsoft Office for Mac). But he would be the most hated human being in the US, because pushrod and carburetor mythologies die hard. Car manufacturing in America is different.
The thing is that people at Apple trusted Jobs, his technological and marketing visions and plans. Call it blind faith, but it paid off. It’s not that Jobs doesn’t understand Detroit. I bet he does. He drives a Mercedes although he should considered rotary-engined Mazda RX-8, as a think-different statement. The problem is that Detroit wouldn’t understand Jobs. It lacks the capability and will to understand. If it didn’t, there would be no need to consider Jobs for a job in the Motor City.