For example, the Toyota Corolla and Chevrolet Prizm are virtually identical cars made in the same plant. But the Toyota outsells the Chevrolet by over 170,000 units, even though Chevrolet has more dealers. And the difference in sales is not just due to having a brand name with a better image. The Honda Passport and Isuzu Rodeo are also identical vehicles made in the same plant. But the Isuzu outsells the Honda by more than two to one, probably because Isuzu is recognized as better at making trucks.
Power says that product is important.
But the research firm says the badge that goes on that product will have more influence on how well it sells.