Tell me a little bit about this process because I think this is an interesting story. Right. So luxury is many things, right? To many people, it can be an apple in season or it can be a spa or it can be whatever. So we looked into among the target group of the people that buy these kind of cars that are $60,000 and up, what's luxurious to them? And if you look at the industry, it seems like if you look at BMW or Mercedes or anybody, it seems like it's driving really fast in a really fast car on an empty road. That's sort of the experience of among beautiful mountains. That's the luxurious experience yet then spend time with people that have luxurious cars. First of all, they don't drive it themselves. They have drivers, particularly in China and India. And secondly, they sit in traffic all day and they're just stuck in traffic. So we thought about what would a different luxurious experience be? If we want to be quiet, you'll want to be very clean because the cities of the world are not (52/57)
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