The Best and the Brightest: Kennedy-Johnson Administrations (Modern Library)

by David Halberstam

In business philosophy as well as personal life McNamara was a puritan, and the auto business is not the place for a puritan, nor is it necessarily the place for someone who has an abiding faith in man as a rational being committing rational acts. The buying of a car is not necessarily a rational act; it takes more than the transportation aspect to sell a car. Detroit is and always has been happiest when it can foist on a potential customer more than he needs, adding chrome, hard tops, soft tops, air conditioners, speakers, extra horsepower. McNamara was different; he thought the customer should be rational, and worse, in the eyes of some colleagues, he thought he was rational. The auto industry essentially believes the buying of a car is an impulse; McNamara insisted it was a rational decision. It pained him to approve a convertible, the idea that a customer would pay $200 more for a dangerous car that would deteriorate more rapidly offended him (after he left Ford and they made a convertible version out of his beloved Falcon he wrote a rare message to a friend at Ford: “You must be crazier than hell”). He believed deeply in the simple utilitarian car, that it was a raw, functional thing, that man seeks the highest form of efficiency without grace, and without psychological feelings at all. His opponents in the auto industry argued that this is not the way the world is, and in particular, it is not the way the auto industry is; man will opt for comfort and status every ti...