Article: Global market keeps industry hopping. (Automotive Lubricants Special Report)

Global Market Keeps Industry Hopping

"BEING competitive is not enough, in today's world," says Ron L. Fornshell. "Merely matching someone else's accomplishment will leave you far behind."

The world he is referring to is the hot-spaced sphere of auto sales, where U.S. manufacturers are facing even tougher times than ever. Until recently, their biggest threat was from competitors in Japan. Now Korea and Taiwan are jumping feet first into the U.S. market, following the marketing strategy that Japan has used to successfully.

Fornshell, who is director of automotive development with Exxon Chemical Co., spoke last week on Detroit Trends for 1987 at ...

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