They have visions and missions that look to the future. (Ganahl, 2001) Both companies state commitment to releasing the latest automobile models based on technological advancement. This would enhance green technology that is effective in making a better world. (Gahan, 2012) It is human nature to have tastes and preferences. However, being part of a minority class comes with high self-esteem and respect. This implies that “driving a Mercedes Benz is a demonstration of high self-respect compared to Ford cars due to the elegance and quality of the products”. (Ganahl, 2001 p