A couple of interesting things about this article. The first is that there is no mention of the other major player in this market – Toyota. Maybe that is because, inexplicably, they manage to continue to make a profit, and are executing their plans.
Sure, their big truck sales have tanked. Last week a friend of mine went shopping for a mid-SUV and got such a good deal on a full size Tundra that he bought that instead. The dealers are looking to unload them. But the same dealer told him there is a 10 year plan to be #1 in trucks with a 15% market share. As an interesting sidebar, this long-time loyal Ford customer (he has an F-250) said “As soon as they make this in a diesel, I’ll buy it.”
But that isn’t the story here. The story is the difference between quarter-by-quarter thinking which catches leaders flat footed vs. having a 10 year plan. With a 10 year planning horizon, these are things which can be adjusted for. With a 3-12 month planning horizon, these are major disruptions that require changing everything.
The analogy – one strategy is looking at climate, and knowing that there will be storms, the other is looking only at tomorrow’s forecast and trying to cope.
Oh – and just to be sure everyone understands, the Toyota Tundra is not “imported” in spite of what the marketing people in Detroit want you to think.