But is it really an American car?
Today, some 75 years since the Model T made Ford a global monolith, the lines between domestic and foreign automakers are so blurred as to be virtually indistinguishable. A global GM is importing an Australian Holden model (the basis for the Pontiac G8) and a German Opel model (the basis for the Saturn Aura). Meanwhile, we have the omnipotent Toyota producing trucks in both Texas and Indiana, Honda with a vast presence in Ohio and Ontario, Canada and the Koreans opening plants in both Alabama (Hyundai) and Georgia (Kia, in 2009).
Adding to the mix (and confusion) is how U.S. consumers define "American." Following the North American Free Trade Agreement (NAFTA), both Canada and Mexico have grown in importance to the U.S. marketplace. Detroit's presence in Canada is well established (and precedes NAFTA), but the free trade agreement opened a wave of investment south of our border; much of that production is directed back to the U.S. and Canada.
For example, Chrysler's retro PT Cruiser may recall American cars of the prewar era, but it's produced at a Chrysler plant in Toluca, Mexico. And according to the National Highway Transportation Safety Administration (NHTSA), only 35 percent of the PT Cruiser's content is sourced in the U.S. or Canada. The "American" Ford Fusion contains just 30-percent U.S./Canadian content, whereas the competing "Japanese" Honda Accord contains 70 percent, Nissan Altima 65 percent and Toyota Camry 80 percent.
Conversely, the all-new Toyota Tundra (engineered in the U.S. and produced at Toyota's newest manufacturing facility in San Antonio, Texas) is as wholly American as any Japanese vehicle has been to date. In conjunction with the Tundra's rollout is an intensified marketing campaign to paint Toyota as a wholly American company. The campaign includes macho TV ads whose gruff-voiced narrator sounds as if he just walked off the cattle farm. And it's reinforced by Toyota dealers throughout the country, including one in North Texas that hung its Tundra from a crane, draped with a "Made in America" banner.
Your "American-made" car may be employing more non-Americans than Americans. Is your goal the employment of Americans, or the employment of union members?