Europe will stay world's toughest auto market; Mitsubishi and Fiat look vulnerable.(News)(Panel Discussion)

Byline: Bradford Wernle

Europe will remain the world's most competitive auto market, said two panelists at the Automotive News Europe Congress.

Increasing incentive costs, overcapacity, proliferation of models and segments, negative price pressure and increasingly demanding customers are all factors that make the market tough even for the best competitors, the panelists agreed.

Earl Hesterberg, Ford of Europe's vice president of marketing, sales and service, said incentive costs have escalated dramatically over the last 13 months for the major volume brands

That was just one sign of the intensity of the fierce fight for auto sales in …