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conference participants at the Tuck School of Business for helpful comments. They acknowledge the financial support of Zyman Institute for Brand Science (ZIBS) Emory University and the Customer Insights Center of the University of Groningen. They gratefully acknowledge Philip Hans Franses for sharing the sales data on the studied brands in study 2. They thank an anonymous reviewer for helpful comments on a prior version of the manuscript. 1 Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric studies, this paper investigates the impact of component sharing on customer evaluation of luxury, volume and economy brands offered in a car manufacturer’s vertical product line. An experimental study shows that the evaluation of luxury brands sharing with a volume brand suffers more than when a volume brand shares components with an economy brand. The evaluation of an economy brand benefits more from sharing with a volume brand than a volume brand suffers from sharing with an economy brand