R R 8 Left brain reality vs. right brain perception, cont’d What’s a Toyota? • The average person will say, “A reliable car” What’s a Prius? • The best “hybrid” car What’s a Scion? • The best “youth” car What’s a Mercedes‐Benz? • The best “luxury” car Four brands . . . four leaders 8 Camry: $22,235 – $30,465 FR‐S: $24,500 S‐Class: $93,255 v Three : $27,415