You are in the market for a new car. In the past, your budget has allowed you to exceed $25,000 for a vehicle. However, there is a recession underway, gasoline prices have risen and while there is nothing definite, you are concerned about job security. You are looking to buy a smaller car with good gas mileage but comfort on the long commute has you looking towards a bigger car. What marketing strategies can the small car companies employ to win you over? What about the larger car company?