If you’re an automaker who just read a critical review of your product, you’ve got a few ways you can respond. The boss way to respond is the way a German automaker once replied to one of my colleagues when he wrote a critical review: “Hey, we saw your review and we regret that you didn’t have a great experience. We’d love to send you another vehicle to review.” That’s confidence. Then there’s another strategy you can take: You can get upset at the journalist and question their credibility. That’s how a certain Japanese automaker responded to an article I wrote.
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