The term “Innovation” is abused and most likely used to market a company’s DESIRE to set themselves apart from their competition. It’s more or less a buzz word.

Bottom line is that innovation costs money. Money that the some companies do not want to spend. Up front costs for possible mass production of a product that may hopefully catch on is too risky. As far as the automotive field goes, this risk is even higher. No supplier would be willing to let their innovative inventions sell for rock bottom automotive pricing.

It’s one of several reasons why Chrysler and Ford have been doing so poorly. They are definitely a “wait and see” company. In fact far worse. They wait to see what is compelling and successful then react by doing nothing. Still produce cheap, bland, un-emotional products which make it so hard for them to compete in future years.

A great example of innovation is Apple. Apple has done such a terrific job with consistantly using or even advancing technology to CONVINCE their users that they need their products. Each year there is an advancement to the Ipod. Last year there were two versions of the Nano. Everytime I look at their products, I wonder how they are going to out perform their previous model and they most often do.

They have now built up a reputation of delivering something new for their consumers and consumers are willing to pay the premium price to get it. Apple has created such a strong sustainable presence that other manufacturers make money by creating products for the Ipod.

Ooooooooh….”sustainable” another cool buzz word.