The remarkable thing here is the timing of Detroit's European implosion. Europe's car market is steadily migrating toward premium car brands like Audi, BMW and Mercedes at one end and small, inexpensive brands like Skoda, Seat and the South Koreans at the other. Left in the middle are mass-market giants like GM and Ford, neither of which has the market credibility to tout itself as premium nor the interest to chase the small end of the market. He says the Zafira compact minivan is proof that innovative products executed well still can attract new buyers. For all his optimism, though, you can't help wondering if Burns isn't kidding himself and the people who pay him.
Market share is far harder to regain than lose.
Just ask Burns's bosses back in Detroit.