Cars aren't iPods or washing machines. They are both highly complex machines and the enablers of a way of life that for many is synonymous with freedom and opportunity -- not just in the U.S., but increasingly in rising nations such as China, India and Russia.

Engineering and tooling to produce a new vehicle takes three to five years -- and that's without adding the challenge of major new technology. Most car buyers won't accept "beta" technology in the vehicles they and their families depend on every day. Many senior industry executives -- including those at Japanese companies -- have vivid memories of the backlash against the quality problems that resulted when Detroit rushed smaller cars and new engines into the market after the gas-price shocks of the 1970s. The lesson learned: Technological change is best done incrementally.

This is part of a broader expose that the WSJ is doing about green tech and business, all of which I have not read yet but am looking forward to doing so.

I think that these 2 paragraphs give very short shrift to the underlying problem with the automotive industry. Product development lifecycle is just too damn slow. Where is the innovation? It needs to be right here.

Most other products have experienced tremendous gains in this kind of investment. I mean, the software industry alone has benefited exponentially from gains in lifecycle management. It's not a fair comparison, but it is proof that things can get a lot better.

Yes, it's expensive and time consuming to create the manufacturing tools and systems to create a new product in this industry, but incrementalizing your way isn't going to rescue Detroit. There's loads of things like new materials, new construction and fabrication techniques, and new shared tooling. That's not even to mention process improvements like faster iteration of testing and less focus on marketing test groups. Throw away the waterfall method and you might be surprised at much more efficient you can get. Who knows, that might even result in production cost savings giving you a better margin or a cheaper car for the consumer.

Why the Gasoline Engine Isn't Going Away Any Time Soon - WSJ.com