General Motors named the South Korean company LG Chemical Ltd. as the manufacturer of the power cells for GM's upcoming Volt, the vehicle that seems to have come to represent the massive reorganization and innovation required of the big three automakers.
The cells, which will be assembled in Michigan at an as-yet undetermined factory, could become the new direction of American automotive design. The proposed manufacturing process will employ 100 workers in what appears to be a heavily automated process, and the factory itself is to be the largest battery manufacturing site in the U.S.
GM will also be opening a battery research and development lab at its Warren technical center, and the company appears to be positioning itself for the increased dependence on electrical propulsion systems in cars.
This is a promising step for GM to take, but it's far too early to applaud them. A factory that employs 100 people is a seed, an idea that needs to be pursued, but is in no way a goal.
Obviously the big three have a considerable number of nuts-and-bolts problems that they need to work out, from debt consolidation and reorganization to hammering out a lasting and realistic deal with the Automakers Union. But there are more inspiring steps that they could take right now to assuage the doubts of the American people.
For example, it's getting a little sickening to see ads for trucks that make a big deal out of 24 miles to the gallon. Imagine if GM set their company standard to 40 miles to the gallon, regardless of the industry standard? Their stock would go through the roof. Comparatively, at least.
What about an iCar? Not an Apple product, but a mass-produced, simply designed cheap vehicle with great mileage and not a lot of extras. Rumor has it that this vehicle already exists, and is called the Smartcar.
People whine about smaller cars being less safe, but DeBeers convinces people that diamonds are the most beautiful expression of love on the planet, and they're just rocks. With less than a year of competent ad work, Americans could embrace small innovative designs with vigor.
The point, in the end, is that even in the face of a minor victory, the American people must keep the car companies on the fire. We are essentially shareholders in these companies now, and we have a right to expect something more than a sweet-looking battery - and soon.
