For Auto Industry, 'Less Is More' Becoming Credo

Trend away from 'more is better' as industry becomes leaner, more efficient.

Published: 31-Dec-2003

The U.S. auto industry, which has long lived by the principle of "more is better," appears ready to live with less.

By streamlining operations and producing smaller, comparatively fuel-efficient vehicles, domestic as well as foreign automakers hope to increase revenues and envision the magic 20 million-unit sales year in the United States within the next decade.

"The industry actually seems committed to becoming leaner, fitter, more efficient," said Len Brewster, a Detroit-based auto analyst. "There seems to be a genuine desire to trim fat in the assembly plants and boardrooms. Making the biggest, baddest vehicle is not the primary goal."

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