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Once Upon a Car: The Fall and Resurrection of America's Big Three Automakers--GM, Ford, and Chrysler
Once Upon a Car is the fascinating epic story of the rise, fall, and rebirth of the Big Three U.S. automakers, General Motors, Ford, and Chrysler. Written by Bill Vlasic, the Detroit bureau chief for the New York Times and acclaimed author of Taken for a Ride, this eye-opening, richly anecdotal work is more than a riveting and insightful business history. It offers a clear-eyed view of the present day automobile industry and of Detroit, the city that spawned it, going far beyond the corporate and federal maneuverings to explore the impact the car companies’ failures have had on the overall economy, and more importantly what they have done to people’s lives. Relevant and thought-provoking, Once Upon a Car is an unforgettable journey deep inside this quintessentially American industry.
400 pages, Hardcover
First published January 18, 2011
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Displaying 1 - 30 of 46 reviews
February 5, 2012
A good overview of how Detroit got to the location where GM and Chrysler both had to go through bankruptcies, with both rising gas prices gutting the market for trucks and SUVs and the Great Recession drying up credit.
A good one but not a great one. Way back in the 1980s, the UAW, as well as the Big Three, resisted building greener cars. The UAW's Douglas Fraser invited Japan, in the persona of Honda, to come over; so why didn't the UAW unionize plants outside of that one, the plants outside the Midwest/West Coast? Years before the two bankruptcies, the Big Three all knew that healthcare costs were an albatross around their necks vis-a-vis the Japanese plants back in Japan, so why didn't they push for national health care? Why didn't the UAW earlier, for that matter?
There's tentative to complete answers to much of those rhetorical questions, but Vlasic's book doesn't have a long enough time line to look at some of them. Others, though, fit in the time frame he has, and he opts not to dig deeper.
So, while it's a good book, it's not a great book. It's also not great for ending so soon after the bankruptcy filings, with no prediction/analysis for the future.
A good one but not a great one. Way back in the 1980s, the UAW, as well as the Big Three, resisted building greener cars. The UAW's Douglas Fraser invited Japan, in the persona of Honda, to come over; so why didn't the UAW unionize plants outside of that one, the plants outside the Midwest/West Coast? Years before the two bankruptcies, the Big Three all knew that healthcare costs were an albatross around their necks vis-a-vis the Japanese plants back in Japan, so why didn't they push for national health care? Why didn't the UAW earlier, for that matter?
There's tentative to complete answers to much of those rhetorical questions, but Vlasic's book doesn't have a long enough time line to look at some of them. Others, though, fit in the time frame he has, and he opts not to dig deeper.
So, while it's a good book, it's not a great book. It's also not great for ending so soon after the bankruptcy filings, with no prediction/analysis for the future.
January 11, 2014
I was disappointed with this book because I was seeking some detailed analysis of the condition of GM and Chrysler when then finally went into bankruptcy under the control of the Obama administration. Instead of financial detail about the companies and the labor rates they were stuck with from the UAW, the book was 90% interview notes of the author with company and union people. This ran along the lines of so-and-so said this and then the other so-and-so responded thus and so. Stories about the people and their personalities which were of zero interest to me.
Also, the subtitle of the book mentions the resurrection of the "Big Three" but the book has no actual coverage of anything that could be called resurrection. The book ends with GM and Chrysler coming out of bankruptcy.
Also, the subtitle of the book mentions the resurrection of the "Big Three" but the book has no actual coverage of anything that could be called resurrection. The book ends with GM and Chrysler coming out of bankruptcy.
January 17, 2021
This book is not for everybody.
A Detroit insider view on the management vicissitudes during the 5 years of turmoil that racked the Big 3 of the US auto industry, from 2005 to 2010. While even within US the view of the larger public, and especially within the coastal big city dwellers (most of my American Indian friends are well paid professionals either in NYC or SF), there is a perception of these companies as big, lumbering dinosaurs who are almost criminally mismanaged. In the wake of the global financial crisis when Ford, GM and Chrysler went for congressional hearings, hat in hand, to be bailed out by the US government and the story broke about the private jets these CEOs flew in on - this perception was cemented for most of us.
This book goes beyond that shallow caricature. What I liked most about it was that it doesn’t preach and it tells the story of all - the heroes, the villains and the victims - objectively. Of course in all such tellings it is hard to say who is the hero and who the villain and who the victim, as all of them are all of them, at varying points in the story.
The fall of Detroit can not be blamed on any one side - all of them, the Big 3, UAW and the regulators all made the outcome inevitable.
The book is a human story above all. The only complaint I have is with the extremely excessive fawning over Allan Mullaly and sometimes not being critical enough of the culture of excess and waste, especially at GM. Would still recommend it for people who are interested in the short history of how US auto industry lost its crown to the Europeans and the Japanese.
A Detroit insider view on the management vicissitudes during the 5 years of turmoil that racked the Big 3 of the US auto industry, from 2005 to 2010. While even within US the view of the larger public, and especially within the coastal big city dwellers (most of my American Indian friends are well paid professionals either in NYC or SF), there is a perception of these companies as big, lumbering dinosaurs who are almost criminally mismanaged. In the wake of the global financial crisis when Ford, GM and Chrysler went for congressional hearings, hat in hand, to be bailed out by the US government and the story broke about the private jets these CEOs flew in on - this perception was cemented for most of us.
This book goes beyond that shallow caricature. What I liked most about it was that it doesn’t preach and it tells the story of all - the heroes, the villains and the victims - objectively. Of course in all such tellings it is hard to say who is the hero and who the villain and who the victim, as all of them are all of them, at varying points in the story.
The fall of Detroit can not be blamed on any one side - all of them, the Big 3, UAW and the regulators all made the outcome inevitable.
The book is a human story above all. The only complaint I have is with the extremely excessive fawning over Allan Mullaly and sometimes not being critical enough of the culture of excess and waste, especially at GM. Would still recommend it for people who are interested in the short history of how US auto industry lost its crown to the Europeans and the Japanese.
June 24, 2012
This was a page turner, really. The behind the scenes story of what happened in and to the car industry as the economy was tanking post 2008, could only be told by an objective insider--and NYT reporter, Bill Vlasic, writing for the Detroit Bureau, is just that. This is a story that covers both the foolhardy and the wise; the prescient and the blind. And the inside the story story of Bill Ford's actions are such I've almost decided to buy one of his cars. We'll see:).
October 20, 2021
The only thing I disliked about this book was finishing it.
Every page had me enthralled. Particularly as a Detroit native who lived through a number of scenarios presented in the text. It seems my life and my community was influenced and shaped by automative corporations and I / we often wondered what they were thinking. With this book, Vlasic answers those questions and more.
Every page had me enthralled. Particularly as a Detroit native who lived through a number of scenarios presented in the text. It seems my life and my community was influenced and shaped by automative corporations and I / we often wondered what they were thinking. With this book, Vlasic answers those questions and more.
March 18, 2013
Makes me want to buy a Ford! (But not a Daimler, er Mercedes)
April 6, 2023
Fascinating Look Under The Hood
Growing up in my Southern California town, it seemed to me there were Ford guys and Chevy guys - blue oval or bow tie. My grandpa love Chevrolets and therefore GM while my Dad liked Fords. Both companies made big, proud American iron and people were proud to drive them.
My first car was a Chevrolet and it ran forever. By 2004 my new Pontiac mini-van was a piece of junk and my Dad’s last car was once again a Ford that disappointed him. Today I drive a Honda and a Mazda Miata.
What on earth happened to American car making? This book explains a lot of it. If you like cars and wonder what happened to our American edge in making them, this book will be interesting.
Growing up in my Southern California town, it seemed to me there were Ford guys and Chevy guys - blue oval or bow tie. My grandpa love Chevrolets and therefore GM while my Dad liked Fords. Both companies made big, proud American iron and people were proud to drive them.
My first car was a Chevrolet and it ran forever. By 2004 my new Pontiac mini-van was a piece of junk and my Dad’s last car was once again a Ford that disappointed him. Today I drive a Honda and a Mazda Miata.
What on earth happened to American car making? This book explains a lot of it. If you like cars and wonder what happened to our American edge in making them, this book will be interesting.
December 29, 2020
I grew up in Detroit and everyone from there (and elsewhere) had strong opinions on the decline of the Big 3. Vlasic does a tremendous job telling the story of what brought down American auto industry and how it started to come back from the depths. While the "story" takes place in the aughts, the book covers historical events that led to GM and Chrysler's bankruptcies, which helped me sift through the different opinions I'd heard.
The book reads a lot like Barbarians at the Gate - it's filled with stories and detailed examinations of the major players in the industry at the time. I'm really glad I found this book and highly recommend it to anyone who is/was interested in the American auto industry, large-scale corporate turnarounds, or business topics in general.
The book reads a lot like Barbarians at the Gate - it's filled with stories and detailed examinations of the major players in the industry at the time. I'm really glad I found this book and highly recommend it to anyone who is/was interested in the American auto industry, large-scale corporate turnarounds, or business topics in general.
October 10, 2018
Loved, loved, loved this! I was always a Chevy fan but after reading this (although I still would never buy a Ford) I have utmost respect for how the economic downturn (or really just the threat of it) Made Bill Ford Jr. prepare. He knew what was needed, knew he wasn't capable, and found himself Alan Mulally. This is the story of why Ford didn't need a government bailout, what GM did before and after their bailout, and a little insight into the ride Chrysler was taken on during the turmoil (check out Taken For A Ride for a deeper delve into that subject).
August 28, 2025
A well written re-cap of the problems faced by the Big 3 auto makers back in the 2000s which came to a head with the mortgage melt-down of 2008. I learned a lot about what they had to do to keep from closing down which would have been a disaster for the US economy. Of course, I personally have not bought a US made car since 1974, and probably won't in the future. I'm not sure they really learned how to compete with Toyota and Honda, and now we have Kia & Hyundai in the mix as well.
November 5, 2021
Excellent, informative book on the troubled auto industry in the middle 2000's
I have loved cars, going back to my 1st car (a 1956 Chevrolet Bel-Air, with no engine). I found this book fascinating and accurate. It made me appreciate how difficult it was for the auto industry to survive during the past decade.
I have loved cars, going back to my 1st car (a 1956 Chevrolet Bel-Air, with no engine). I found this book fascinating and accurate. It made me appreciate how difficult it was for the auto industry to survive during the past decade.
December 29, 2017
Reads like a novel
Captures your interest and tells a story that you don't want to stop reading. Tells us the emotions, thoughts and feelings of the players. Written almost in the format of a TV program with scenes that cut in and out. Great read.
Captures your interest and tells a story that you don't want to stop reading. Tells us the emotions, thoughts and feelings of the players. Written almost in the format of a TV program with scenes that cut in and out. Great read.
July 8, 2021
Do I cheer or ?
I enjoyed the book and what it portrayed. It hurt to see the fate of all those workers but the same help was not extended to steel or other manufacturers lost to foreign workers and eased regulations.
I enjoyed the book and what it portrayed. It hurt to see the fate of all those workers but the same help was not extended to steel or other manufacturers lost to foreign workers and eased regulations.
October 15, 2023
Well told corporate nonfiction thriller on the 2000s auto crisis. Appreciated the varied perspectives, including line level workers and UAW. Topical for folks trying to understand current auto industry.
December 27, 2024
If you want a book that reads like a story and leaves out a ton of the dirty details, this book is for you. It is clearly a well researched book, but it glosses over how big decisions by these auto CEOs got their companies into financial toil that negatively impacted people’s lives.
September 26, 2017
Gossip about what happened during the economic crisis from 2005 to 2010. Ford is the only one of the Big Three who survived without government money.
August 12, 2019
Really enjoyed this. Was expecting more of a textbook type style, so thankfully it was much, much better and easy to follow.
December 24, 2020
Fantastic insight into Detroit's collapse in the 2000's. Really enjoyed the details Vlasic was able to convey,
May 12, 2024
Great book for the automotive enthusiast.(Especially if your a Ford guy.) Neat to see how the whole bailout actually went down. Sure makes more sense to me after reading this.
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October 14, 2016Location: PTI IRC
Accession No: DL028548
Accession No: DL028548
April 19, 2012
This is a comprehensive story about the demise of the 3 American automakers during the last years of the 2000s. You will discover why GM and Chrysler bankruptcy was an event that did not happen overnight.
Years of self-indulgence and bad planning and decision-making put the industry on the verge of collapse. Bill Vlasic did a good job of compiling the information, basing his resources on extensive interviews with the people directly involved in the matter.
In my opinion it feels a little bit rushed by the last two chapters, covering the years 2009 and 2010 briefly. However, the bulk of this book talks about the previous years, starting back on 2004. When the systemic problems that brought crisis to the sector started to be too evident to be ignored. After reading this, you will realize it is no wonder the industry could not cope with the financial crisis that burst in 2008.
Years of self-indulgence and bad planning and decision-making put the industry on the verge of collapse. Bill Vlasic did a good job of compiling the information, basing his resources on extensive interviews with the people directly involved in the matter.
In my opinion it feels a little bit rushed by the last two chapters, covering the years 2009 and 2010 briefly. However, the bulk of this book talks about the previous years, starting back on 2004. When the systemic problems that brought crisis to the sector started to be too evident to be ignored. After reading this, you will realize it is no wonder the industry could not cope with the financial crisis that burst in 2008.
March 6, 2012
Subtitle well encapsulates what this book is about. Going into the 21st Century Anerican automakers amounted to a dinosaur industry, making gas-guzzling vehicles that few people wanted to buy. Lots were full of cars and trucks and too many factories were cranking out even more. Hourly labor costs and associated benefits were high compared to Japanese transplants. It’s a fascinating story about transformation in management styles: stodgy bureaucratic dysfunction to focused competitor GM), overwhelmed leadership to energized new culture (Ford) and confused direction to dynamic new partnership (Chrysler).
August 7, 2016
I enjoyed this book. The author did a good job bouncing from company to company, stating the issues that faced them each individually and also collectively. He also skillfully showed the numerous issues that led to the economic catastrophe for the Big Three. I wish he would have spent more time on the "resurrection" of the auto industry as a balance to the downfall. I suspect that the author did not say as much about the recovery of the auto industry because it wasn't complete when he published the book.
July 23, 2016
It was in interesting look into how the Big 3 saw the challenges facing them with the economic downturn in 2008 and reacted (or ignored) per their company heads. It was also interesting to compare my experiences at work with what was happening with those companies. In some ways they were very similar and in others, they were radically different. A good read for those who would like to see how not to react to an economic downturn.
September 2, 2016
This book covers the Detroit car industry from about 2001-2010 including the bailouts of Chrysler and GM and the restructure of Ford. These three companies all started with the same problems (a rise in gas prices, higher than projected payments to employees and former employees, declining sales, poor quality cars) but took three different approaches to solving them. It sounds really dry, but it's a very readable book that brings the auto executives and other major players to life.
May 14, 2013
This book is totally in my wheelhouse -- a well researched, nonfiction business narrative written by a respected journalist. This along with Steve Coll's book about Exxon Mobil ("Private Empire") are among two of the favorite books I've read recently. Fascinating insider account of what went wrong with America's Big Three auto companies and how they turned around (Ford), or were turned around against their will (GM, Chrysler).
February 15, 2012
Essentially an opera in 3 act. I was quite familiar with act 1 (reason for the fall of the auto industry) act 2 (how it has fallen) and I finished 27 chapters in record time. It was fun to read about behind the scene juicy bits. Act 3 (the bailout and resurrection) was quite short (chapter 28-32) and left me unsatisfied.
May 7, 2012
loved this non-fiction book about the big 3, from 2004 to present/buyout . . . currently living in
Detroit and familiar with many of the names, this book delves into the behind the scenes strategies and personalities, and how close it all came to dissolving
(not a book club choice but recommended to me by my husband)
Detroit and familiar with many of the names, this book delves into the behind the scenes strategies and personalities, and how close it all came to dissolving
(not a book club choice but recommended to me by my husband)
February 20, 2012
Really good book about what truly caused the great meltdown in 2007-8 for the Big 3. Out of all the automotive books I've read, save for some of the stories about Chrysler in the 80's, this book is definitely probably one of the best.
Displaying 1 - 30 of 46 reviews