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September 14th, 2017 11:00 AM #21
Because not everyone puts that much thought to their car purchases. In the same way that many people won't care too much about the specs of the next microwave they'll buy, a lot of people aren't keen on digging into details for their cars.
The reality is cars are appliances to most people, and those that accept that and work around that fact are the ones that come up on top.
Fully loaded, driver-centric cars like Mazdas and Subarus will win lots of international awards but at the end of the day it's Toyota that brings home the lion's share of the automotive pie.
And because Toyota has superior brand equity compared to everyone else (built on many years of reliable cars), they don't have to offer too many features to attract car buyers and retain market leadership. This therefore improves their unit margins.
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