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Some folks literally worship at the altar of a given brand. Toyota enthusiasts (and yes, they are enthusiastic sorts) usually believe that their cars are the absolute zenith of automotive reliability. BMW, another long time standout, has carefully cultivated a decades long image as an 'ultimate drving machine.' And there are still a few hundred thousand misquided souls who believe that a Mercedes-Benz is engineered like no other car in the world (in the good sense). To convince these people that other cars offer better value in the marketplace is almost as easy as convincing OJ to tell the truth– for free. These owners are true converts. Until of course, something happens that ticks them off.

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