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FOR A SINGLE EVENING in spring 2003, the Phoenician Resort in Scottsdale, Ariz., was transformed into “Rancho Chevrolet,” a setting of Old West buildings and cacti against a dramatic mountain backdrop. Since the visitors to Rancho Chevrolet were the company's dealers, the hitching posts had Chevy trucks attached to them instead of horses, and the local graveyard was littered with the tombstones of the company's competitors.

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