Certain vehicles are basically the same but are marketed under different brand names.

The cars, sometimes built on the same assembly lines, may have different standard equipment, styling, accessories, and prices. The Ford Expedition and the Lincoln Navigator, for example, are largely the same. It is understandable why one automobile company would want recognizable differences between its cars and those of a rival, but what does the company gain by creating differences among its own products? What costs and benefits do automobile buyers experience from this differentiation strategy?