Q. Okay, there had to be a few things that really pissed you off in New York, right?

PMD: Toyota's press conference for the new Lexus LS600hL, which kicked-off media events on Wednesday, was one of the most embarrassing displays of unbridled arrogance ever unleashed by a car company at a media preview. It even put to shame some of the more outrageous displays by the German manufacturers at auto shows past - and that's saying something. The tone, the language and everything about the presentation confirmed to me that the "creeping" arrogance that has been brewing at Toyota for years has finally blossomed into full bloom for everyone to see. Toyota not only hinted that the 600hL would be the best car in the world, they came right out and said it - and the tone they used suggested that there was no need for us to attend any other manufacturers' press conferences because we had just witnessed the only newsworthy event at the show. These people actually now believe that the moon and the stars revolve around their sun - and they're not afraid to lecture everyone about how to act in the presence of true greatness. A few in the media genuflected appropriately in the white-hot light emanating from the greatness of Toyota and dutifully became deputized shills for the Master Manipulators in the Toyota PR machine, generating vacuous stories anointing the 600hL as the new king of the automotive world. But those who did have been transparent Toyota boosters for years and their stories were treated for what they were - glorified extensions of the Lexus press release package. I detected more than a little skepticism from the majority of the auto media present, however, as Toyota clearly stepped over the line of proud confidence into a dimension of "our excrement smells like a field of spring daisies." These people are headed for a big fall, but predictably, they will be the last to see it coming.

Q. Toyota has introduced a series of billboards in 24 markets touting its contributions to the American economy. Your thoughts?

PMD: Here we go again. There is no question that to the people who have jobs in Toyota plants, the dealers who have made millions off of the success of the company and all of the suppliers who have enjoyed considerable profitability because of their relationship with the Japanese giant - Toyota is a very good thing. But it's important to know the cold hard facts about Toyota, because it is absolutely obsessed with two things: 1.) The fear of a realistic appraisal in the halls of Congress of their built-in trade advantages fueled by complicit Japanese government trade policies and their direct contribution to the erosion of the U.S. manufacturing base - and all the negatives associated with that statement, and 2.) Capturing the hearts and minds of American consumers with the ultimate (and stated) goal of becoming officially known as "America's Car Company." This billboard campaign is so obviously transparent, it's just unfortunate that too many people will just shrug at the message and keep driving. Anyone in this country who thinks that the gradual degradation of America's industrial base is a good thing is flat-out dreaming. The real reason for the existence of this billboard campaign (which will be followed by a series of national ads) is that Toyota doesn't want anyone or anything disrupting their gravy train. They want to point out that they've been here for years, and they insist that because of that fact that they're part of the fabric of America now and should be treated accordingly - as an American car company. I say bull****. They've been given a free pass to operate here, and they've been savvy enough to exploit every opportunity that our dim-bulb leaders have handed them, while those same leaders have created obstacle after built-in obstacle for our own automobile industry to deal with at every turn. I mean, think about it - what other country in the world allows manufacturers to come in and operate without restrictions and without contributing to the national coffers for the privilege of operating there? If the U.S. government treated Toyota (and other import auto manufacturers) like the Chinese government treats car companies wanting to do business in China, or better yet, like the Japanese treat companies trying to import automobiles there - then Toyota's profits (which at the end of the day go back to Japan, despite their convoluted spin) would be severely reduced, and their unchecked growth would be brought to a screeching halt. The facts of the matter are that the domestic automobile companies directly or indirectly account for between 1 out of 12 and 1 out of 14 jobs in this country, and there's no way in hell Toyota will ever make up for that, in spite of the Thomas L. Friedmans of the world who actually believe otherwise. Regardless of where you come out on Detroit's (and the UAW's) responsibility in the crisis they're facing today (and believe me, both parties contributed mightily to their dire predicament), this country cannot afford the cataclysmic consequences if GM or Ford were to spiral into bankruptcy. So, if you want to sit back and wish for the destruction of the domestic automobile industry and cheer on Toyota, go right ahead. But I say it's time for our government leaders and the consumers in this country to stop "shrugging" with each bit of news that the Toyotas of the world are taking over and stop thinking that it ultimately won't affect them - because it already has. Yes, it's a free country, and I'm damn glad to be here, but if our government doesn't take aggressive steps to level the playing field and make these foreign manufacturers pay for the privilege of operating here - and that doesn't mean charitable contributions and shiny happy PR campaigns either - then we're going to wake up one day asking, "What the hell happened?" and it won't be pretty.

Q. Speaking of marketing, just how stupid is the decision by VW marketing to replace the Golf name with Rabbit?

PMD: It is beyond stupid. To say these people are utterly clueless is being too kind.

Q. What can be done about this, or should we all just sit back and let the inevitable economic forces run their course?

PMD. In an idyllic economic theory class on some college campus, that would be just swell. Let the chips fall where they may and move on. But we're now dealing with a global economic world that cares little about "free" trade or doing business the way we as a country think it should be done.