The car industry is witnessing an irreversible transition from the sellers market of the 1980s to the buyers market of the 1990s and beyond. Throughout the world customers are taking control of car companies. Executives and mangers are realizing that a new approach to all their customers can provide a vital competitive advantage. Creating the customer-driven car company explains clearly why and how customers should and must drive the whole process of creating, building, selling and servicing cars. Karl Ludvigsen, a leading expert in the area, gives specific recommendations for managing this change and enhancing business performance.