"I get extremely frustrated and disappointed when people in the business accept abject mediocrity. I get aggravated." Peter DeLorenzo
In a recent edition of his Internet magazine, AutoExtremist, Peter DeLorenzo wrote that FIA (Federation Internationale de l'Automobile) is an organization of "archaic, moribund, paralyzed dullards who wallow in a state of perpetual mediocrity. Their abject incompetence spreads like a dark cloud as the entire sport is collapsing on their heads."
That's fairly mild - you should hear what he has had to say about General Motors.
DeLorenzo is a former automotive industry ad man who went over to the dark side nearly 10 years ago and started a website called autoextremist.com. It resides on my favourites list and he's a must-read on the upper floors of the car company headquarters in and around Detroit.
DeLorenzo admits he chases consulting business from the car companies, but maintains it has no bearing on his vitriol level online. His father was the head of General Motors public relations from 1957 to 1979 and DeLorenzo Jr. spent more than 20 years himself working in advertising agencies for GM and other automotive accounts.
Vaughan: How did it start?
DeLorenzo: AutoExtremist was an idea I had in 1986 for a print magazine that wasn't going to accept advertising so we could write whatever we wanted. But raising money was daunting.
When I had pretty much had it with the advertising and marketing world in 1999, I started it online.
I was still at my last agency so I did it under an assumed name. After three months, I left the agency and did it full-time.
I always get the feeling you are writing more out of sorrow than anger.
I know how good it can be.
I'm passionate about cars and the emotional connection between humans and automobiles - it's never just about transportation.
I get extremely frustrated and disappointed when people in the business accept abject mediocrity. I get aggravated.
I was at the Meadow Brook Concours and they had a category called 1959 convertibles. It was one of the best things on the field.
That was my favourite. That was the absolute peak. That was American blue-sky thinking. Anything was possible.
We were coming out of the misery of the wars and it was unbridled enthusiasm. Was it over the top? Sure. But people still gravitate to those machines today, don't they?
I don't think the emotional connection we have with machines will ever go away. There still has to be that initial product differentiator; there has to be that engaging design that draws you in. Without it, these car companies won't be successful.
This is supposed to be a transitional year in the industry with the bankruptcies and the bailouts. What progress, if any, do you see being made in Detroit?
I think General Motors has the best products on the ground and the best products coming.
However, the General Motors name is poison. They have to push that into the background. They do have some good products from Chevrolet, Buick, Cadillac and GMC, but I think it's the toughest marketing job in history to convince people not only to buy American but to buy General Motors.
Does Chrysler and Fiat make sense?
Chrysler is another story altogether.
Sergio Marchionne has placed a big bet with other peoples' money that they can survive this transition where Chrysler only has a new Jeep Grand Cherokee coming until all these Fiats start coming in.
But Chrysler is not going to be saved by the Fiat 500. As much as I hate to say it, and I get slammed all the time, I can't see it working.
People say "You hate Chrysler." I don't hate Chrysler, I actually consulted for Chrysler. I would love to see them survive, but I have deep doubts that they're going to be able to weather the storm.
It was front page news here in Detroit that Ford actually increased sales this year.
There's no doubt that Ford has done all the heavy lifting and they have some sensational products coming.
They have the best leader in Alan Mulally.
They are the best positioned to take advantage of any upswing in the market.
They have real momentum and I really believe Ford will be the No. 1 car company in the United States domestically and GM will be second and Chrysler might not make it. Maybe Chrysler becomes Fiat North America.
You're pretty close to the industry. Any danger you'll lose your edge?
I've been doing it for 10 years. I predated the blog thing by quite a bit.
It's tough. People say you're old school because you don't publish 22 hours a day. No, I don't sit around in my underwear and publish 22 hours a day. I don't care to do that.
It was always meant to be a weekly magazine. As long as I don't get sucked into this content game, I think I can keep my edge.
Is it a hobby or a business?
The website has never made a dime. But it's given me visibility and it has transitioned me from an ad guy to an industry analyst guy.
The website model just really doesn't make any money. I do consulting and I make no bones about it.
I never discuss who I help but I'm in an enviable position. People hire me to come in and tell them what they don't want to hear.
Michael Vaughan is co-host with Jeremy Cato of Car/Business, which appears Fridays at 8 p.m. on Business News Network and Saturdays at 2 p.m. on CTV.