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Many of the challenges facing the automotive industry in the 1990s will be the same as those facing the semiconductor industry. Intense worldwide competition will result in manufacturing overcapacity that reduces profitability. The global marketplace will bring emerging new markets, and suppliers will struggle to keep up with the changing consumer demographics. As manufacturers, we will be challenged to maintain capable workforces while developing products for a cleaner environment and higher functionality vehicles. Suppliers will face new challenges based on higher expectations from their customers. In the semiconductor industry, product quality approaching zero DPM will be expected and achievable, not only for the mature phase of production, but also for new product introductions. The latest in advanced semiconductor technology, long a key differentiator in the business, will become available at a price to any company wishing to enter the business.