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Description: Stephen Ragsdale is no longer one of Honda Motor Co.’s “Happy Drivers.” A loyal owner for a decade, he ditched a 2009 Accord just 18 months after he bought it. The reason: He coveted his mother’s stylish Kia Optima.

Source: Businessweek.com

Date: 06/10/2011

Link: http://www.businessweek.com/news/2011-06-10/honda-fails-with-toyota-to-dominate-american-sedan-market-cars.html

Questions for discussion:

  • Summarize the key points made about competition in the auto industry.
  • What are the challenges for the leaders like Honda and Toyota in comparison to those of the lesser known brands?

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