Loyalty only goes so far. Unless you constantly try to get better, innovate, and produce what people want you do not deserve loyalty. Unfortunately, that's where the big three find themselves. When I worked at Alamo (~15 yrs ago) we rented the Camry and Maxima alongside the Oldsmobile Ciera and Buick Century. Hopefully it's not too late for them to right the ship but they have a difficult task ahead. I appreciate & value loyalty but it must be earned and re-earned every day in the marketplace.