Big Three must be in black to be green
THEDETROIT NEWS

General Motors Corp. generated a lot of buzz last week with the introduction of the Volt concept car, a plug-in that if driven properly may never need gasoline.

We can't wait for the day that this becomes a mass production reality, but don't bet on it anytime soon.

The Volt is one of dozens of prototypes and concept cars that have been introduced in recent years at the North American International Auto Show to rave reviews and promises.

It is the refined incarnation of decades of research and development of green technologies that GM has produced over the years, and it won't be the last.

That's as it should be. The Big Three need to continue pushing toward vehicles that are better for the environment while still meeting the most important criteria: that they satisfy consumer demand and are affordable.

But they must also live in the reality of the day and focus their efforts on products that will help them become profitable again here at home.

And they need to do it today.

Collectively, the Detroit automakers lost more than $20 billion in 2006, following similar losses in 2005.

Most of the losses have come in North America, where all three companies are struggling to get their health care costs under control and reduce head count to match the 54 percent market share the Big Three now hold.

It is no easy task, especially since the Big Three are under immense pressure to be green. Hence the Volt, Ford Escape hybrid and Dodge Sprinter plug-in that's already being tested on the road, to name a few Big Three green machines.

The development of alternative vehicles and renewable fuels is important. But the immediate Job One is developing products that make profits.

GM has moved its Saturn brand away from an entry-level line to a more refined European look.

The Saturn Aura won the North American Car of the Year Award at the auto show this year and is a much better car than its predecessor models. Ford has a shortterm exclusive deal with Microsoft that also should help it lure entry-level customers to the brand.

Dubbed Sync, drivers will be able to wirelessly connect cell phones, laptop computers and digital music players to the car. Sync will be available on the Focus, which is good for first-time buyers, and can help the company if they can develop loyalty from this segment.

And Chrysler continues to innovate with its minivans. Swivel-and-go seating is the latest addition to the Chrysler line, which soon will be the only American brand on the minivan market.

Those efforts are most likely to produce the kind of green the Big Three need most.