During the 1980’s the US automakers suffered significant losses to foreign manufacturers. The once dominant "Big Three" – GM, Ford and Chrysler – were losing the competition (or game) to Japanese and European firms.
By the early 1990’s a major public relations campaign began to encourage US consumers to "Buy American". Supported by industry, labor and many politicians, the "Buy American" movement promoted the purchase of American cars by appealing to patriotism, loyalty, and a responsibility to one’s fellow American.
As part of a story on the "Buy American" movement, the CBS news program 60 Minutes visited the Detroit Auto show in January 1992. During the visit, two salesmen working at the General Motors Geo exhibit were questioned about the value of buying American products. One voiced strong support for the view that Americans should only buy American cars. The second, Matt Darcy, disagreed. While the cameras recorded his words, Darcy said, "If America makes a good product, buy it. If they don’t, I buy what’s good for the money. I don’t have to spend money just because it’s American.
When Darcy returned to his job as a salesman at Gordon Chevrolet in Garden City, Michigan, and the program aired, he was fired. His employer justified Darcy’s dismissal on the grounds that Darcy’s comments offended many customers who worked in the auto industry.
Questions:
1. Did Matt Darcy owe any ethical duties to American workers, many of whom were his customers? Did he owe more obligations ethically to Americans who worked for American corporations, or to Americans who were employed in Japanese corporations?
2. Would it have been ethical for Darcy to lie in this case? Could there have been other things, short of an outright lie, that he could have said that would have pleased his employer? Would it have been ethical for him to do so?
3. What might A. Carr say about this case? Does it matter that US automakers were making cars in Canada at the same time they were encouraging U.S. citizens to "Buy American" in order to support "American" workers and "American" business?