On the other hand, import buyers who reject a domestic model usually do so because of perceived vehicle attribute deficiencies such as reliability, quality, mileage and resale values. This is a major problem for the Detroit 3 because in many cases, domestic branded vehicles are just as good, if not better, than their rivals from Asia and Europe.
The Detroit 3 are definitely facing an uphill battle when it comes to winning back market share in the States. Right now, they have two key alternatives to help win back market share, explained J.D. researcher Kara Steslicki. They can either continue outspending imports on incentives, or find vehicle specific opportunities, such as styling or promoting a positive dealer experience, that can have an immediate impact on consumer perceptions of the brand.