This project (a continuation of A02) deals with practices of comparing in the competitive, rapidly expanding market for automobile since the early 20th century. Here, focus is not only placed on the manufacturing companies as comparative actors, the comparative products of which were aimed at recipients such as the state as well as at manufacturing companies as customers. Rather, individual end customers are now shifting to the centre of comparative activities. New actors for comparison emerge, who turn comparing into a business model and constitute the automotive market as providers of market services.