"The more educated consumer is anathema to the Big 3."
No, after reading most of these posts, thinking about American's financial situation, and watching the changes in the auto industry over the last 30 years, I'm going to disagree.
Americans like NASCAR, so they are ridiculed here. Americans like American Idol, so they are ridiculed here. Americans elected GWB twice, so they are ridiculed here. Americans live above their means and don't save for the future, so they are ridiculed here. But let them buy a Camry and they are suddenly berkleying Mensa candidates and "educated consumers."
The problem is not an educated consumer. The problem is:
"Guess what, the poor and young got over it, prospered and aged and stuck with the imports who were there for them when they needed them. The imports learned the lesson comming in that new generations had to be catered to as much as the now older and afluent market."
Here it is in all it's selfish glory. A sense of entitlement that requires every car, no matter what category, to be as feature laden as a top luxury car, built with the same materials as a top luxury car, and built to the same standards as a top luxury car. A standard that pushes a middle of the road family sedan to $30,000.
Yeah, the imports learned that they needed to "cater" to that entitlement mentality that has pushed Americans into overspending on McMansions and 60" plasma screens.
In a few short years we went from dashboards that were simply mounting surfaces for guages and radio to it being necessary to be liberally coated in high end soft touch materials, even in entry level cars. If it didn't look like it just came out of a new Mercedes or Lexus, it was utter crap that princesses couldn't live with (you know, the ones that could feel a pea under ten matresses).
At first I found it odd that people that had no problem living with older Japanese economy cars and British/Italian sports cars would adamantly refuse to drive newer cars that were better than what they had. The response was usually, "well, if I'm going to spend X dollars on a new car, it had better be perfect and have all these features." Well, why do you think it costs X dollars? Because we require every car to HAVE those features. Some decry the lack of basic cars in the market, especially basic light cars. But if a new car came out that was exactly that, no one would buy it, because who would spend depreciating new car money on a basic car when you can buy an older car that is already like that.
Which is another thing...
Most of us here won't buy a new car anyhow. And when we buy used cars we don't want to pay premium dollars for them. But we still demand that new cars have premium features, so that when they become used cars we can buy them cheap. So we force some unreal depreciation on new cars, and come up with all sorts of reasons to justify it. One of my faves, rental cars, and castigating American companies for selling cars to rental outlets. Rental agencies have to buy cars from somewhere. Domestic manufacturers are the smart way to go, being able to get large numbers of cheaper, basic cars that dealers don't want to sell to the general public (not enough options to make a good profit off of, and again, that sense of vanity/entitlement of the general public won't allow them to buy basic cars anyhow if an optioned up version is available). We love to say that manufacturers are failures for selling product to that market, and then devaluing the upscale, retail versions of that product because that other market exists. Hell, we make sure to steer people away from the retail versions of the cars, because our vanity and sense of entitlement won't let us drive cars that are available as "mere" rentals, regardless of how solid and well built that car may be.
Most new domestic cars have caught up in the quality department, and are vastly better than the cars, both domestic and import, that most of us have no problem living with on a daily basis right now. But that's not good enough anymore. Our vanity and sense of entitlement require that they be vastly better than the competition at the same price point in order to not be considered utter crap that couldn't be lived with. And that's the real problem that Detroit has been facing. Product is NOT the problem anymore. They could build the absolute best cars in the world right now and still even "knowledgeable" automotive fans would turn people away from them, because no one will lift a finger to help change the perception.