"This is Motor City"

 Maybe automobile is not a sustainable subject. Automobile creates pollution. The industry is dying. American automobile companies almost wiped out. However, this Superbowl commercial gave me different view of automobile industry. Both Detroit and the American automobile industry's sustainability are connected to each other.
I never been to Detroit, but I heard of it. I know it is the heart of American automobile. This is Motor City. Unfortunately many people regard Detroit as "Failed city" The industry has been collapsed along with the city's economy. But I believe that helping the automobile industry to have sustainability is the way to make Detroit as sustainable city. Detroit's sustainability is not just important because of it is one of the largest cities in the United States or centre of the automobile. Detroit has an unique culture. Heavily industrialized city of Detroit inspired some of great artists. Sustainability is not just limited to the environment or economic issues. It is also related to the cultural issue, especially for the unique culture that can not be replaced by another. Of course, Detroit also need to be changed. It needs to control high crime rates, public services and make people to come back to the city. If Detroit is not becoming sustainable city and stay as high crime and dysfunction city, the American automobile industry will have difficult time to make their own sustainability. At the end, we might lose the culture of Detroit as well.

"It's the hottest fire, that makes the hardest steel"

The sustainability of the automobile companies, GM, Chrysler and Ford are critical for the both the companies and Detroit's sustainability. One of the most important steps for them is making sustainable business plan - and some of them are already out there. Electronic car market is slowing opening. many consumers prefer more energy effective cars. There are emerging countries where more people can afford to buy cars than before. Developing better electronic cars will give positive impact on their business and rebuilding the companies' images. New technologies and ideas will bring benefits and people to both Detroit and the automobile industries. Eventually, they will be the leaders of the automobile industry once again.