"They were relatively young, with good education and high income, like import buyers."

Not only were import buyers unimpressed, but Taurus owners were put off by a price increase and an outre design that sacrificed some functional attributes.

The domestic carmakers are failing to attract committed import buyers or to keep their own customers from defecting.

"I think, for the first time, we will draw import buyers to the Pontiac showroom."

The Chrysler Corporation recently rolled out a new compact sedan, the Cirrus, aimed at value-conscious import buyers.

After years of affection for Japanese and European brands, many hard-core import buyers are switching to American makes.

The Eagle passenger cars were supposed to try and capture import buyers.

But the result of more foreign offerings, he said, will be more import buyers driving sport utility vehicles instead of cars.

Mr. Lutz agrees that shock and awe are needed, not baby steps, to have a realistic shot at luring back import buyers.

And Olds has a new mission: to woo young, affluent import buyers.