It’s official: Safety sells – providing the marketing formula is right. For decades, auto makers have been reluctant to add safety systems to their new cars and trucks, insisting customers were uninterested in such devices – and unwilling to pay for them if they were. Some of that reluctance to pay still exists, but there’s no doubt consumers are beginning to zero in on safety. And auto makers are finding having the edge in safety technology can be a critical brand builder. “Safety has ...

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