Its reputation was based on customer satisfaction. Now they're adding this new dimension, which is styling. They have a challenge in doing both. I hope they will maintain a focus on customer relations because they've established that.

Right now the domestic brands do not have the reputation that would allow them to go without incentives. Chrysler tried it three years ago. Then two weeks later they got right back on the incentives because without them they couldn't market anything. The brand strength of Honda, the history of reliable, durable products, is great enough to pull in prospects without customer cash.

Chater: You dare to call me that. I demand satisfaction!

Septimus: Mrs Chater demanded satisfaction and now you are demanding satisfaction. I cannot spend my time day and night satisfying the demands of the Chater family.

It'll be interesting and I'm excited for the challenge of the year. I feel confident I can play at this level and my game is at a good level in terms of competing.

He played intense from start to finish. He stepped up, played with courage, intensity and leadership. He took the challenge and took it head on.

The challenge is that this drop in satisfaction can have longer-term consequences because it impacts likelihood to return, and to recommend, which can depress long-term sales potential.