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The Audi A2: A Case Study in Automotive Missed Opportunities
The automotive world is no stranger to vehicles that, despite their superior engineering and innovative designs, fail to capture the market’s attention. One notable example of this is the Audi A2, a car that was not only ahead of its time but also epitomized a blend of efficiency, space, and quality—yet managed to leave Audi with a staggering loss of $1.3 billion. An exploration of the A2 reveals that human beings—consumers in particular—may not always recognize excellence.