When people buy cars, they want cars whose images reflect their character. They want fun, sexy cars which their styles fit city or country driving. They want car's trunks large enough to haul "stuff", whether or not they plan to do much of that kind of activity. They want cars with lots of electronic gadgets, whose buttons and knobs will control music, climate, navigation and more. They want sporty convertible cars, its tops retract so that they can feel the wind in their hair. In short, they want cars whose images express "person of action".