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$9/hour is the difference between the cost (wage plus benefits) of a UAW Ford worker and that of a worker at US-based Japanese car plants.
This $9/hour figure comes directly from a graphic at the link you provide to an NY Times article:
http://www.nytimes.com/2008/12/10/business/economy/10leonhardt.html
In terms of percentages, the UAW worker costs 20% more in wage plus benefits per hour than the worker at a US-based Japanese car plant.
It's fact, not union bashing, to say that erasing this 20% differential would help make the Big 3 more competitive.