From Tail Fins to Hybrids: How Detroit Lost its Dominance of the U.S. Auto Market

Abstract

This article explores the decline of the Detroit Three (Chrysler, Ford, and General Motors). The author identifies three distinct phases of the decline—the mid-1950s to 1980, 1980 to 1996, and 1996 to 2008—culminating in the bankruptcy of Chrysler in early 2009. In showing how the U.S. auto industry has evolved since the mid-1950s, this article provides a historical frame of reference for the ongoing debate about the future of this industry.

Keywords: auto industry, Detroit Three, market share decline, Market Structure, Firm Strategy, and Market Performance, Automobiles, Other Transportation Equipment