Traverse City was a fur-trading post, then a logging town until they cut down the forests and moved on.
Then a farmer planted a fruit orchard, launching this northern Michigan town’s title as “cherry capital of the world.”
It’s changed into a vacation spot, nestled along a Lake Michigan bay, tempting tourists with cherry pies and such.
But for one week in August for years now, Traverse City has been the site of an automotive conference called the Management Briefing Seminars. It sounds ponderous, yet it offers a vivid look at where the industry is going.
Sometimes, it is not a pretty picture. This year’s conference was entitled “The Road Ahead: Discontinuous Change.” One participant says he didn’t quite know what that meant, but it didn’t sound good. It basically means the industry should get ready for some lurching, rocky off-roading ahead.
Although Traverse City is nearly 300 miles (482 km) from Detroit, most of the 1,200 participants are auto folks up from the Motor City. Their long journey says something about the importance of the event (and, in some cases, about the attraction of local golf courses).
Much of the draw is an A-list of speakers, this year includingCEO Alan Mulally and Vice Chairman Bob Lutz.
Mulally makes things interesting by suggesting a gasoline-tax increase might be in order as a way to get people to drive more fuel-efficient vehicles. He backs off supporting a specific proposal after auto journalists pepper him with points of clarification.
“Did you see those reporters pounce on Alan Mulally?” asks conference chairman David Cole, seemingly not unpleased with such excitement at his brainchild of an event.
Lutz humorously feigns indignation upon saying Cole had asked him to refrain from delivering a GM commercial during his conference address.
“I thought, ‘Do you think I’d do something as blatant as delivering a GM pitch?’” Lutz tells the gathering, as three jumbo video screens behind him flash “Buy GM.”
He says it is beneath him to proclaim GM superiority. The screens flash “GM = Best.”
And he says he’d never show photo after photo of GM vehicles, as the screens do just that.
Lutz then gets serious and details joint plans with a supplier for developing a new lithium-ion battery that would enhance GM’s alternative-fuel efforts. The road ahead looks more interesting all the time.
The conference indicates that no matter how discontinuous the journey may be the auto industry will regroup and carry on as it has so many times before.
Back in 1964, I had something of a “discontinuous” journey to and from Traverse City as a 14-year-old kid traveling alone for the first time.
I was to fly from Detroit to Traverse City – something rarely done in those days – then take a bus from Traverse City to the nearby town of Frankfort, named by an immigrant who said it reminded him of Frankfurt, Germany. (I’ve been to both places and wonder what the heck he was thinking.)
In Frankfort, I would hook up with my sister and her husband, who were driving from their home in Minnesota and taking a car ferry across Lake Michigan, docking at Frankfort at about the same time as my arrival.
That was the plan anyway. The ferry was way late. I was stranded in Frankfort for five hours, walking up and down Main Street, lugging a suitcase (this was before roller luggage) and taking inventory of sidewalk cracks.
Today, air travel to Traverse City is common, bus service between northern Michigan towns non-existent and the Frankfort car ferry long gone.
Everything changes, and we change with it. Humans are pretty good at that, no matter how discontinuous the journey may be.