Pestel :
Political and legal: * strong impact of lobby * unions are powerful in US * subsidies to support R&D for alternative cars technologies (ex: governments supports investment in hydrogen powered vehicle research) * US government currently offers economic incentives to encourage electric vehicle ownership * Voluntary export restraints : 1981 Reagan administration to control exportations * Reinforcement of laws concerning safety of customers

Economic: * increase of fuel price * high selling prices: not adapted to all customers (crisis since 2008, decrease of purchase power) * the big 3 automakers (GM, Ford, Chrysler) : they dominate US automotive industry social: * cars are integrated in US society * customer tastes and preferences change very often * cars are a common way to differentiate from some social class (pyramyd’s Maslow : need of recognition, self esteem) * social issue like unemployment lead to change in consumptions * people are more and more eco-friendly but some people are still reluctant to buy all electric cars

technological: * high cost of R&D : to improve efficiency and quality of vehicles * fast evolution of technologies: technological surveillance mandatory to meet customers’ needs * Many competitive car manufacturers are becoming more innovative(more choices and options such as keyless entry, ignition, anti heat glass, and audio/video systems.) In addition to some more important technological features that concern safety like airbags on door frames, brakes, and frond /rear parking assistance. ecological: * Increase of green consumption, interest for sustainable development * Introduction of zero emission vehicle in 1990 * Firms are more and more focused on 3P’s responsibilities : profit, planet, people

Short financial analysis : *