[apachelongbow]

It seems like a study, which typical MBA graduates do at the time of quarterly presentations. I wonder what segment of the market did they study. If you speak to the entry level segment (first car buyer or a person graduating from a scooter to a car), they will get fuel economy as the answer. If fuel economy was the lone deciding factor the Nano would have sold at-least 20k a month. I believe most people are looking a peace of mind (reliability, affordability, value for money, good sales, after sales and service experience) when they buy any brand or segment. Very few touch a Skoda or a Fiat or a Tata (until recently), people who do use these brands (I included) do so for the particular product, and walk in with their eyes open at the other imperfections. So merely whitewashing over fuel economy will land Ford in a bigger sales soup than they are in