GM, Ford, and Chrysler

Let's face it. The three US car manufacturers still have a quality image problem. Whether their quality is really good now or not, the perception is still there. The other problem is their cars are boring, boring, boring.

They need to beat these perceptions and I think one way they could do it is to create an "iphone" like experience with their vehicles, dealerships, and service.

First, design vehicles that are more exciting and modern looking. Most of the US vehicles are plain and safe. The US manufacturers don't really ask their customers what they want. They just make their safest guess.

Second, let me specifically customize the car options I want online and place a order. And I mean really let me specifically choose options. No manufacturer offers this. You can't get exactly what you want. You have to buy "packages" that often have expensive things you don't want. Also, the manufacturers decide what options I can have. If I want leather seats and a satellite radio in a Honda Fit, don't tell me I have to step up to a Honda Civic. I don't want a Honda Civic, I want a Honda Fit. Don't tell me I can have any color interior in the Honda Fit as long as its black. I thought that went out with the Model T. Let people choose the options they want and stop playing the "package" game to "increase" profits. Let me order the car and deliver it fast in America not on a slow boat from China.

Third offer advanced technology. Ford is headed in the right direction with the Microsoft Sync system. Build cars that offer blue tooth cell phone integration, navigation systems, satellite radio, etc. Add intelligence for really keeping up with friends. Toyota had a team of young people design such a car that would keep you in touch but keep you eyes on the road. They employeed lots of speech recognition. Anyway do something and don't just offer it on the more expensive vehicles. Create excitement in the cars both on the exterior and interior.

Fourth make getting service easy and fast. Let me make a service appointment online and follow the status and cost online. Let me update my service profile information online. Let me see my full car repair maintenance log online.

Fifth, create customer rooms that are exciting. All car dealers miss out on major selling opportunities with their customer waiting areas. Have flat screen TVs that show cars and their features (no sound of course). Have computers available for web access. Set the default web page to engaging manufacturer web sites.

AND make all the online web technology accessible to mobile phones.

Let's all move into the 21st century please.

If the US manufacturers put some excitement into the customer experience, I think they can overcome their shoddy out of date image.