CREATING A BRAND name that means something to consumers does not come cheaply.
It costs an average $159.5 million to introduce a mass-market vehicle nameplate in North America, according to industry experts. Sustaining a national nameplate costs $74 million annually, according to those executives surveyed.
'This is high-stakes poker, and the stakes are getting higher,' said Jay Houghton, marketing manager at Kearney. 'You have to have money to be a player.'