A Buick a Buick?
"Premium, yet attainable with quality leadership."
Gary Cowger, ex-president-North America, General Motors Corp.
A Mercury a Mercury?
"The essence of Mercury is modern design, smartly done."
Darryl Hazel, president, Lincoln Mercury Division, Ford Motor Co.
A Chrysler a Chrysler?
"Passionate, refinement, athletic and expressive."
Jeff Bell, VP-Chrysler brand, DaimlerChrysler's Chrysler Group
A Saab a Saab?
"Three things: beautiful Swedish design, driver-in-control performance and surprising versatility."
Debra Kelly-Ennis, former president-chief operating officer, Saab Cars USA
A Jaguar a Jaguar?
"Jaguar is about beautiful, fast cars with silky smooth performance, always with a bit of a feline look so it looks like it's going fast standing still."
Mark Fields, chairman-Premier Automotive Group, Ford Motor Co.
A Toyota a Toyota?
"First and foremost it has to be quality and it has to provide value."
Jim Lentz, group VP-general manager, Toyota Division of Toyota Motor Sales USA
A Mazda a Mazda?
"Every Mazda has a little bit of Miata in it-the soul of a sports car."
Jim O'Sullivan, president-CEO, Mazda North American Operations
A Volkswagen a Volkswagen?
"Dynamic German driving experience, plus cool styling."
Len Hunt, VP, Volkswagen of America
A BMW a BMW?
"BMW is the advocate for the driver. Our cars welcome drivers and passengers alike, but every important decision about the design, function and level of equipment is based on: If the driver were making this decision himself or herself, what decision would they make?"
James McDowell, former VP-marketing, BMW of North America now taking over Mini
A Kia a Kia?
"Industry-leading value. We offer more cars with more content than competitors. Also quality and safety."
Peter Butterfield, president-CEO, Kia Motors America