American automakers return to pre-crisis level

The optimism came to predominate in the American auto industry, the second largest in the world, behind only the Chinese. At least, that has been the dominant tone in the statements of the heads of automakers who, this week, opened the doors to the press of the international Detroit auto shows main of this sector in the country.
There is consensus that the consumption of cars in the United States still have breath to continue growing and overcoming the barrier of 16 million vehicles this year, which would resume the levels of before the financial crisis of 2008, when the market hovered around this level.
This is the most common prediction among American automakers, but some people show more optimism. Ford, for example, also part of a base of 16 million, but believes that the demand may reach up to 17 million cars in 2014, taking the premise of an economic growth of 2.5%.
Last year's performance, when sales rose 7.5%, for a total of 15.5 million units, gives reason for excitement. Since it fell to the floor of 10.4 million cars in 2009, the annual consumption of vehicles in the United States have evolved into 5 million units, garnering four consecutive years of growth.
The recovery demanded that the factories to take advantage of all its ability and encouraged the resumption of investment. During the Salon of Detroit, the German Volkswagen has announced that it will, over the next five years, invest $ 7 billion in North America to achieve annual sales in excess of 1 million cars in the United States until 2018, out of more than 600 thousand automobiles between the Volkswagen and Audi marks-last year. The plan is part of the Group's goal of becoming the world's largest manufacturer of cars in the period.
This is not an isolated investment. He adds, among others, the modernisation of rows of Chrysler and Ford's portfolio renewal, that program for this year's record 23 releases worldwide, more than twice the number of 2013.
In General, the presentation of cars in Detroit has been discreet if compared to the pyrotechnics of automakers in the time of fat cows of the past. With the host city of the event through a deep financial crisis, which forced him to seek bankruptcy protection in July last year, should not even companies bear.
However, when the microphones are open to industry bosses, it is clear that there's no shortage of enthusiasm with the results and the direction of the market. General Motors (GM) took advantage of the salon to confirm that Chevrolet, its flagship brand, achieved record global sales in 2013, with almost 5 million cars delivered, being 650 thousand of them in Brazil, the third-largest market. Hyundai, maker of the Elantra, thirteenth best-selling car in the United States, reported, in turn, that has all the lines operating at full capacity to meet demand.
"The American economy will follow in growth in coming quarters. We have all the ingredients to accelerate this recovery, "said the Chairman of Daimler, Dieter Zetsche, referring to the scenario of low inflation rates, resumption of the housing market and improvement in employment rates and industrial capacity utilization in the country.
As much as there is optimism, executives ensure that American industry has learned from the mistakes of the past and, therefore, not fear "further relapses". Alan Mulally, Ford's global President, said that despite the new expansion cycle of the American auto industry, companies have been cautious in maintaining the balance between production and demand in order to reduce the risks of idleness and pricing pressures. "I'm satisfied with the discipline that all manufacturers have shown," said the Executive, after being asked whether he fears a glut of capacity in the automakers.
There is also a reading which major groups are better prepared to deal with any turbulence after the painful restructuring that followed the financial crisis to avoid the bankruptcy of automakers like GM and Chrysler. The adjustments involved factory closures and mass layoffs. "Today, the fundamentals are different because, for many years, we had a structural cost reduction at General Motors. So, today, we can make money in our business, "commented the Chairman of GM North America Mark Reuss.