2.2 The Automobile industry

The case study is about the globalization of automobiles. Automobile companies are trying to seek a "world car" or a car that can be sold all over the world. Globalization 3.0 is making it so that many different cars can be sold all over the world. Cultural differences make it very difficult to make a world car. For example, Europeans prefer steel construction over plastic, as in door panels, which is very popular in cars in the United States. Also Asians prefer smaller easy maneuvering cars that can get through narrow and crowded streets while Americans prefer SUVs or pickups.