Carmakers try to boost sales by satisfying buyers

The Big Three US automakers, General Motors, Ford, and Chrysler, have lost market share to the Japanese automakers due to the latter's reputation for quality and emphasis on customer satisfaction. Ford's North American Automotive Operations customer research manager John Tighe claims that the Japanese understand customer satisfaction and quality better than US automakers do and have gained competitive advantage by listening to their customers. As their domestic market share declines, the US Big Three are emphasizing European operations since Europe, with less cars per capita than the US market, offers great opportunity. While the Big Three have been successful in improving quality standards, they continue to use rebates and special financing rates to market vehicles rather than enhancing a customer-oriented corporate culture.