Actualidad

Así es Estados Unidos

El Salón de Detroit, uno de los más importante a lo largo de todo el año, empieza a calentar motores, y no es para menos, ya que apenas faltan unas semanas para que de comienzo.

Resulta curiosa la importancia que los europeos damos a este salón. No es para menos, dirán muchos, es la puerta a uno de los mercados mas importantes de todo el mundo, y en un mundo globalizado, lo que pase en la industria automovilística de Estados Unidos tiene su reflejo en Europa.

Sin embargo, cuanto más intenta uno conocer el Salón de Detroit, más se da cuenta de que los americanos no tienen demasiadas intenciones dar a este evento categoría internacional.

Como muestra, la presentación adelantada por parte de General Motors de su GMC Sierra, un pick-up de dimensiones difíciles de comprender por el viejo continente. El presidente de la compañia emplea una retórica que suena a arenga de película de acción:

“Los pick-up han sido una parte importante de America durate generaciones”.

Con esta frase no está diciendo que los pick-up, sean buenos, ni que sus modelos merezcan ser comprados, ni siquiera que los vehículos representan una parte importante de su modelo de negocio. Qué va. Esta diciendo que forman parte de ser americano, que forman parte de ADN de la nación. Las cosas como son eso si, el tipo se cree lo que dice, o eso parece.

El resto de la presentación, por supuesto va en esa línea. Una y otra vez se hacen referencias al pasado, y se trata de generar un nexo temporal entre las pasadas generaciones y estas. En Europa sin embargo ponemos la palabra nuevo delante del nombre de los modelos con demasiada facilidad.

En mi opinión, ambas industrias podrían aprender la una de la otra eso está claro. Pero como alguna vez hemos dicho aquí, por mucho que el enorme mercado interior y la protección comercial haga más difícil competir allí a nuestras empresas, Estados Unidos nos dió una lección al reflotar, de manera rentable, su industria del automóvil. Supo la sociedad americana entender que era necesario colaborar de manera conjunta por el bien común, y ahora están recogiendo esos frutos. Mucho tenemos, como digo, que aprender por estos lares.

 

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