To deepen engagement with customers, Volkswagen, BMW, and Daimler often invite their customers to the factory on the day that “their” car is due to be built. This walk along the assembly line as one’s car takes shape seems to create a stronger bond between customer and automaker. Customers feel a sense of involvement as the car is put together. Chevrolet has gone a step further, inviting some customers to actually help assemble the engine that will go in their Corvette sportscar, under the supervision of an authorized inspector. New owners are likely to feel a special bond with the car they
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