The media, meanwhile, will scratch its head and wonder how Mark Zuckerberg ever seemed like such a nice, idealistic kid.

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They have to rip up all the good work of the last 12 months and start again from scratch - and there has to be a huge question mark over whether they can bounce back in those circumstances.

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"You sort of scratch your head as a consultant when you hear the manufacturer suggest they curb production, " says Mark Rikess, who runs a dealership training and consultancy in Burbank, Calif.

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