The Shape Of A New Machine

It was a balmy day in May, 1990, and Richard L. Landgraff was squirming in his seat. The Ford Motor Co. executive had come to Atlanta to listen in as Honda Accord owners raved to market researchers about their cars. In dismay, Landgraff watched as the Accord owners bragged about all the features Honda had loaded into its automobiles. The group was so taken by their cars, many drivers even swore they had air bags--which, in fact, they did not. "They were insistent," Landgraff remembers ruefully.

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