I was at Amati (later canceled) at the time, so I remember. And that's something you are always concerned about. Every time we tell (Korea) about what it's going to take to start advertising at this level, and how Toyota spends $1 billion a year, that's some pretty heavy gulping at this point. And the company has been stepping up.
We all would rather spend more of our marketing dollars on telling the story about the product instead of putting it in incentives. Incentives the last couple of years have been up much higher than we would like. When you look in terms of separation of the product cadence and what we're going to do to support the products, I think (Korea) has an understanding that it's going to take an investment. Look at the money that they're investing in bringing a car to the market. They obviously know that you can't bring cars to market and not support them as far as a good marketing campaign. We may have to look at alternative ways to go after the market, too. It may not be just the traditional bring the car out, create a spot and spend a hundred million dollars. I don't think we'll be able to do that.
With the Sonata, we're going to be spending some pretty heavy dough. But it is our brand car. This is our most important launch. Would we spend the same on the Accent? Probably not. We may look for other ways - maybe to attract some previous owners, Internet marketing and maybe some promotions. We're going to have to explore other ways to be able to get the story out. I think the phrase, "A Hyundai Like You've Never Seen Before," has legs, especially when you talk about the company and the type of products that are coming. Value will always be the underpinning. We will stick with the warranty at least through the 2008 model year.