Not 100% correct. There is still the "perception" that the imports are of far higher quality which is a hard one to fix. They are now, in most segments, of marginally better quality or the same, however if half of the US thinks the imports are far better it's up to the domestics to change that image.
It's not build quality that turns me off from GM/Ford now; it's
design quality. Cadillac is putting out a lot of really good designs, and pared-down Cadillacs sans leather interiors/nav systems/etc. would be very attractive to those of us who can't afford a $45,000 car. BUT, Chevrolet's aren't pared-down Cadillacs, they are warmed-over designs with no passion or imagination. And for a variety of reasons related to branding, I think GM is particularly susceptible to this, but Ford does it too.
I'm sure the Chevy Malibu is a well-built car; the last one I drove certainly was. But it is not a sedan that interests most people who like cars. It doesn't cost any more to tool up to produce an appealing car than to produce an unappealing car...
There is a lot of boring going on right now....But, they are forced to do that to avoid short product cycles. How many PT cruisers is D-C selling these days? They were hot for a while, but they didn't have a lot of staying power. When you tool up a plant for production you need to milk that investment or make it flexible, which is what most are doing these days so you can run more than one vehicle in the same plant. However, this increases, to some extent, the complexity and quality problem.
GM and Ford are using much longer product cycles than the competition (case in point, the Toyota Corolla was completely redesigned 5 or 7 times during the life of the Chevrolet Cavalier, IIRC), and it may be that their labor issues and Byzantine production systems have a lot to do with this.
The sad thing is, even many NEW designs from GM and Ford are boring. The Ford Five Hundred is a very nice car (based on a Volvo chassis, actually, and looks good), except the highest performance version is 0.6 second slower to 60 and 0.5 second slower in the quarter than a 2-year-old Honda Odyssey
minivan...
When I was in college, my dream car was a Ford Taurus SHO. Ford doesn't make any driver's sedans anymore, and neither does Chevrolet...