inhibiting the introduction of new driver disability equipment. Even an offer of free evaluation equipment for the rehab specialists proved ineffective. In this atmosphere, GO technologies had no immediate openings for wide distribution in the normal disability sales channels. Position branding and marketing To work around these issues GO technologies developed demographic driven brands with narrow market targets and alternative sales channels. This allowed consumers to base their decisions on the appropriateness of the product, rather than on perceived availability. The Soft Touch bypassed disability dealers completely and was marketed at upscale new car dealerships. Public relations In house marketing maven, Veronica Verve, reached out to motor sports enthusiasts, veterans, community service programs, and the media, creating substantial buzz around the unique concept of racing with disabilities. Ms. Verve communicated the GO experience through press releases, social media and blogs, and personal appearances, often giving members of the press humbling driving lessons. Brands RediAuto Sport Motivation The RediAuto Sport brand was marketed to disabled and paraplegic drivers as a thrilling alternative to Van or SUV based transportation. Mr. Reyes' enthusiasm for sports cars and his attitude towards overcoming obstacles was infectious. The customer base was almost entirely composed of young men who had been injured in motorcycle accidents. Billing the brand as "America's only supplier of sports cars for disabled drivers" was an effective marketing lead. Means Sports cars were made accessible to drivers with limited physical capabilities by equipping the cars with the necessary components to convert manual transmission vehicles to hand operation. This was achieved by transferring the clutch control to a small lever located on the gear shift knob; the brake control to a lever to the right of the lower portion of the steering wheel; and the gas control to an accelerator “ring” which was situated either in front of or behind the steering wheel. The system was easy to learn. Clients could either have a vehicle of their own converted or they could purchase an entire new vehicle with the conversion in place. GO had arranged discounts with Galpin Ford for the purchase of new Mustangs for this purpose. The advantages to the new car purchase was the ability to arrange financing for the total package through Ford Mobility Finance with Ford Mobility additionally reimbursing the buyer $1,200 for the purchase price of the conversion equipment. As the cost of the conversion was usually in