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Brian Sheehan, professor of advertising in the Newhouse School, was quoted in the Fast Company article “” Sheehan says that the advertising methods of the re-branding of the Wagoneer misses the mark, especially at such a high price-point. “To hark back to the beloved family station wagon, which is basically what it was, doesn’t really make much sense to me if you want people to fork over high five, low six figures for a car,” says Sheehan.