Unique design is far more attractive and profitable

A car company recalling its cars is usually a damage of the company's image. However, this time, Rolls-Royce tells a different story and the recall is seen as its considerate action. The car company only recalled one car due to the airbag safety issue. The number of recalling cars shows its customer that each car it makes is unique. The Rolls-Royce customers want the feeling of being special. Therefore, the recalling is successful telling their customers that each one of them is unique. People like being treated differently to satisfy their unique needs. Large companies which target millions of customers are not able to do that. Only those companies have their unique target groups can differentiate their customer more easily. By differentiating products to satisfy their customers, this type of companies can charge different prices without causing unpleasant of their customers, thus becoming more profitable. We have much easier communication ways to link customers and merchants closer than ever. A company can create a community that all uses its products, or look for a group of customers with a unique character that make them attracted to the company's product. To conclude, I believe scale of a company is less important, products with unique icons are more attractive to customers and more profitable.