COMMENT: The auto industry needs to connect with drivers, not just cars

These are challenging times for American automakers. The Big Three (Ford, GM and FCA) all lowered their profit forecasts, citing a litany of headwinds: higher commodity costs as a result of steel and aluminium tariffs, unfavourable foreign exchanges, and tough Asian markets.

Meanwhile, Tesla’s recent internal production issues have been well documented. It has built too many robots. It has constructed a very large tent to house an emergency assembly line. It’s asking its suppliers for refunds. The chief executive is sleeping in a cot on the factory floor.

However, there’s no cause for concern. No doubt there will be some more bumps down the road for the American automotive industry, but as long as it places as much effort on