The global car market is an arms race between a, relatively, large number of manufacturers owned by a much smaller number of big companies. In that race, the best a manufacturer can hope for is that it can bring an entirely new innovation to market before any of its competitors do. Failing that, it’ll hope that it can present that innovation in a manner or at a cost that its competitors simply cannot match.
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Right now, some those innovations can seem silly and overwrought (hands up if you’ve ever been blinded by an over-enthusiastic set of automatic headlights) but that’s hardly a new state of being for the car industry.
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