Word: diesel
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...from which he never recovers," wrote Marshall McLuhan, and in Edsel Ford's case, never really means never. As soon as it became clear that the car wasn't selling, company researchers fanned out to discover why. One theory blamed the name itself, with its unpleasant homophonic associations with diesel and dead cell (as in batteries). It just wasn't a pretty word, though it seems to have served Mr. Ford well enough...
DUBAI At Optifashion, Diesel's discreet frames ($110) are a hit with discerning shoppers...
...Rolls-Royce diesel engine, nearly the size of a Smart car, sits on a support stand. Probably built about 15 years ago to power a British military fighting vehicle, it has run out of life. Within two days, it will be completely dismantled by a two-person crew, and each piece - every bolt, nut, spring and valve - will be vetted to see which ones are salvageable. Most will pass the test: 95% will be cleaned or otherwise refurbished. Then, with a handful of new parts added to the mix, the engine will be reassembled. After it's passed strict tests...
...three-year-old plant in England's West Midlands was Cat's first European facility. Each month, it processes 15,000 worn-out, grime-encrusted engines and parts. Caterpillar has moved beyond remanufacturing just its own diesel engines and components; 40% of the automotive, truck, rail and marine motors and parts remanufactured in Shrewsbury were originally built by other companies. Fisher calls reman a "nicely profitable business." How profitable? Cat does not break out the figures, but Fisher says the returns are "above average," and Nasr notes that profit margins for some reman goods are double those of new products...
Beyond that, restaurant owners say they're serving more customers. Tire vendors and diesel-fuel stations are busier, as 100 trucks a day will move through the Yuma Ethanol plant. Land prices are rising. And dealers expect to sell more pickups. Dennis Wagner, the sales manager of MV Equipment, where John Deere tractors cost $100,000 to $250,000, points out that "a farmer will be able to dictate when he can update his equipment, rather than have the economy dictate...