In an attempt to draw in patriotic buyers, foreign car companies such as Toyota have been recently been touting their American investment. Toyota and Honda have been touting their multi-billion-dollar investments in the US and Canada, as well as the tens of thousands of jobs "created" (or have they really just been transferred?) at their assembly plants and hundreds of thousands more employed by their suppliers. And Hyundai's new Sonata advertising campaign focuses heavily on its Alabama production location. While foreign manufacturers continuing to build more cars and buy new parts here in the US, their "domestic" competition continues to increase its foreign content, and thus there might be a perceived chink in the armor of the Big 3. How long until this turns into a knock-down-drag-out advertising battle? Given the hypercompetitive market, we bet it's not long.


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