Surprised and delighted. Product right and price right.

Never buy a vehicle before consulting the TCO. It makes ownership costs transparent and gives a breakdown year by year. In this regard, TCO may influence how long a person owns the vehicle, the number of years she chooses to finance the vehicle and other decisions. Consumers can see the depth of the water before jumping in the deep end.

Ten years ago, if you wanted a stereo in your car, Bose was the play. But Bose is much more of a mass-market brand.

It's a tough thing for Baylor to have to start out playing a game like this. Right off the bat, they jumped on us. I thought they started really well.

You learn right away what you do well, and what you don't.

They're in the right place now.