Word: lonardi
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Dates: during 1970-1979
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West German and British manufacturers profess to be unconcerned, but Giuliano Lonardi, worldwide marketing director for Fiat, recognizes the challenge. In his view, U.S. firms not only have the billions needed for mass-producing a world car, but through their suppliers they can turn out a tremendous flow of parts in many countries. Says he: "This enormous access to components is the greatest strength of American efficiency in production." Japan's Takashi Ishihara, president of Nissan Motor, speaks as if the American challenge is a war. Says he: "We find ourselves on the eve of intense international competition with...