ABSTRACT
This is still very common today. Many automobile manufacturers utilize a base platform for their various brands. In many instances, one platform is scaled up with various accents, styles, and upgrades. These scaled-up platforms are then chosen for higher-priced offerings under their premium brand names. Lexus is the premium brand for Toyota. Cadillac is the premium brand for General Motors. Some would pay more for a Cadillac Escalade, which is substantially similar to a Chevy Tahoe. Volkswagen owns Audi. In the past, the look of the Audi was distinct as compared to Volkswagen, creating a very distinct brand. “Volkswagen” meant lower cost quality for the many and “Audi” meant high-cost luxury for the few. Today, it is easier to see the similarities of Audi’s A4 to the Jetta or the A6 to the Passat.
