Re: Rule #1, Know Your Product
I dimly remember a Crossfire Driving Event, almost a carnival atmosphere held at Dallas' Southfork Ranch. It was to build interest in the soon-to-be-available Crossfire. Participants drove two cars; a Crossfire, and one of several coppetitive cars on hand (I think I opted for the Audi TT).
I was actually there SUV shopping for the wife, but the seed was planted.
It was a beautiful marketing approach. Everything subsequent has been almost comically incompetent.