Why else would the American consumer buy a foreign vehicle if it wasn't for a better product? I don't know about you, but a good quality report from JD Power or Consumer Reports isn't gonna rush me to the nearest Chevy dealer. What matters most to me is the experience behind the wheel. It's something you see, feel and experience. For the past 35 years, Detroit has been engineering and building rather bland looking and driving vehicles. There are some exceptions, but the majority has been lackluster. Add to that the terrible build quality up until the past few years and you have multiple generations have never even had a domestic vehicle in their driveway ever. Detroit isn't going down without a fight though. Finally there are some executives that understand what is going on and slowly we have been seeing some rather nice automobiles in production: Cadillac CTS, Chevy Malibu, the new Saturn lineup, Ford Edge, Ford Focus, etc. Although Chrysler is still pretty much hopeless. It's a long upward battle for them to get anywhere near the market share they had in the past. You are right it is no longer the 1970s. Again it's all down to the product. The Japanese have the market cornered because they've built a reputation of building good quality automobiles. And they also know how to build them cheaper and more efficiently. They can price them in competition to domestic competition and usually price it a bit higher and know that they'll sell. Meanwhile, every Chevy dealer has to offer 0% financing or $5,000 cash back just to move the hundreds of Trailblazers they have sitting on the lot. And it's only the Joe Sixpack guys that go for this thing because they love the somethin' for nuthin deals. Do they not realize that there is a reason why the dealer is practically giving these things away?