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Published in:

2020 | OriginalPaper | Chapter

Introduction

Author : Beat Meier

Published in: Brand Choice and Loyalty

Publisher: Springer Fachmedien Wiesbaden

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Obviously, choices were limited when buying a car 110 years ago. Henry Ford’s famous quote stands at the beginning of a new age, where individual mobility became affordable in the United States through the introduction of mass production. Cars have since become more advanced, more affordable, more complicated, and more capable.

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