That's not the economic model that will support our customers, staff, and shareholders. The answer was to look around at other industries and try and find one that matched. We wanted an industry where the basic ingredients were free, or at least freely available. If a lawyer wins a case in front of the Supreme Court, other lawyers are allowed to use those arguments without requesting permission. In effect, the arguments have become public domain.
Few people have the technical ability to assemble their own car.
Those who do seldom have the time or inclination. Assembly and service form the core of the automotive business model. We looked at the commodity industries and began to recognize some ideas. These brands must stand for quality, consistency, and reliability. We saw something in the brand management of these commodity products that we thought we could emulate.