The context is geography and proximity to market. The most lucrative market for any retailer is the U.S. northeast, and it doesn't hurt that you're part of this collective Great Lakes-Midwest manufacturing cluster. No one is going to be able to change geography. The reason we won the Lexus product was that we also have a very.... Canadian plants have won 38% of J.D. Power Initial Quality awards even though we have 14% of production. From the machine tool, die and mould making businesses to the volume suppliers to the final assembly, we have quantifiably demonstrable quality advantages. It's a culture of quality that's better than most of our competition has.
When Toyota Motor Manufacturing Canada talked to Toyota in Japan, it said, "We're going to build where we sell. We're going to do a Lexus in North America," and the argument was that this is a brand in which quality and precision are number one. It said, “Where's the place we can take the least chance and be closest to our northeast U.S. market?” That's why we won.