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This is something that both Mazda and Subaru do quite well and I think part of it is because they're not volume sellers like Toyota, GM, etc. Because they're willing to be a niche brand, they're able to play to their niche strengths. As a result they are able to hold onto what makes their brands special. Interestingly enough Ferrari, a really niche brand, is currently looking at expanding their sales. How that'll end up for a company that thrives on both exclusivity and image control will be interesting to see.Better to be a successful second tier company than a first tier one constantly on the verge of bankruptcy. And the niche they're in is one where customers seem really happy with their cars.