Joe Luehrmann likes American cars, has owned a string of them and is considering buying another. But he faces a problem in trying to figure out what's American anymore.
The globalization of industrial output and manufacturing had erased much of the meaning between 'foreign' and 'domestic' products. Is it foreign if the company is headquartered in Japan, but has a manufacturing plant in California? Is it domestic is Detroit company produces the car the maquiladora region of Northern Mexico? This doesn't even address this issue that any one vehicle has parts that are literally made all over the world. Interestingly truck buyers are seen as the more patriotic, and companies emphasize their "Americanness" to cater to the cultural and economic sensibilities of their key demographic.