Eitan Rosenberg 5pts Great thorough, encompassing current analysis of the auto industry. I would have added a further elaboration regarding weight reduction technologies (materials, processes, costs etc..). by the way, I find chapter 9 (alternative propulsion systems) the most interesting and intriguing issue of all list. I think nobody in the industry can really predict what will be the prevailing technologies in the near decade, hence the 15 question marks.. one thing for sure, it's not easy as Betamax vs. VHS . it reminds me, however, the early 1990s audio war between the Digital Compact Cassette (Philips) and the MiniDisc (Sony). the end is well known - both sides had immense success in the war..