Jon, disagree that people equate the total cost of ownership to the car purchase price. that aside, your post reflects the angst of an increasing number (myself included) who have started to wonder whether its time we placed a higher importance on VALUES versus VALUE. And once values come into the picture, a longer-term perspective is given more consideration. Customer Centricity is more than a strategic approach - its almost a religion, it embodies what is meant by 'A brand is a promise kept" and "Share of Life" marketing. A place where the "consumer" (the literal and operational targeting of those who consume things) is transplanted by a partner based relationship. cheers Miro