One Smart Car CompanyDavid Welch
I think Sun Tzu said, in his tome “The Art of War” that a leader is judged not on his victories, but the battles he chooses not to fight. Or something like that. Credit Honda with heeding that advice. While rivals Toyota and Nissan chased Detroit’s Three down the trail of suv lucre, Honda stuck to what it does best. It makes mostly passenger cars and smaller suvs with great engines and—with a few exceptions—very good fuel economy. They didn’t plow cash into truck frames, V-8 engines or factories that can only make gas hogs. And as I recall, they were derided for not chasing sales growth with a real pickup truck. Sure, they went after pickup buyers with a half-baked Ridgeline, but now the short shrift investment looks smart.
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