We should probably take this off line.

My only point was "don't blame a focus on the bottom line for this silly behavior" since a focus on the bottom line should have led them to do the right thing. There is enormous competition in the low/medium luxury class, and clearly Lexus has figured out a way to get incredible brand loyalty. Maybe Volvo is living off past good work, but that cannot last very long - also it is very hard to rebuild an image (ask Renault about getting back into the American market).

An interesting case study is how Intel learned from the initial Pentium public relations disaster. So companies make mistakes, but it should hit them in the bottom line.

Again, Volvo could be foolish, or it could have made some incorrect calculatios, but do not blame a "bottom line" focus. Perhaps you could you blame a short sighted bottom line focus.

Neal