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They refuse to participate in an arms war against the Germans...

“It’s not an issue of winning a volume race,” said Mr. Speth said. “As a smaller manufacturer…we have to deliver something special. We don’t sell millions of cars so we always have to deliver something special.”
 

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ITs also a wonder piece of marketing and positioning. As the nig three get larger the smaller and peripheral makers are all taking shots at the volume play in the hopes of positioning themselves as not X...
 
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