Analysts say that cultural differences between continents make alliances difficult…Clearly there are cultural differences between European or US-based (carmakers) and Japanese manufacturers and, with the exception of Renault/Nissan, alliances between Western and Japanese (carmakers) have often ended without tangible results, Unicredit analyst Christian Aust said.
(Click here to read the article in the Economic Times)
So the Suzuki VW merger is no more. Once again, things went bad due to “cultural differences.” How surprising?

According to the article, “VW CEO Martin Winterkorn, earlier this year, blamed slow progress in the Suzuki partnership on the Japanese consensus-driven corporate culture.”
I find the above quote rather amazing, and not because a German company like VW found themselves challenged by the “consensus-driven” nature of Japanese corporations. That’s completely understandable. Rather, because a CEO would seemingly know enough about culture to have that insight, while simultaneously appearing so culturally oblivious as to make such a statement about their Japanese partners and completely disregard the deeply held Japanese value of saving face, and to do it, no less, “earlier in the year,” before the VW-Suzuki partnership had officially gone bad. A wonderful bit of cultural contradiction within one statement, no?
I looked up some photos of CEO Martin and, not to make this blog post personal at all, at 64 years old he still cuts an impressive figure. I imagine he has a fitness trainer to help him in that department. I also imagine he has lawyers and accountants to help him manage many other aspects of his personal and professional life, but I can’t help but wonder, does he have a intercultural coach or trainer? And after the failure of Renault-Volvo, BMW-Rover, Peugeot-Mitsubishi and, most famously, Daimler-Chrysler, does anyone in the automotive industry keep a coach or trainer on staff?
And my final thought on the subject, to which I’d love to hear your feedback:
Given that so many of the major auto companies are led by engineers, might their more analytic minds and scientific, left-brain training inhibit them when it comes to the more emotional, nuanced and right-brained thinking and feeling that connects us to the way culture influences – often unconsciously – our way of being in the world?
Food for thought.
Adam
RW3 CultureWizard