Mannheim of 1848, the city was a centre for political and revolutionary activity. In 1865, Friedrich Engelhorn founded the "Badische Anilin- und Soda-Fabrik" (Baden Aniline and Soda Factory, BASF) in Mannheim, but the factory was constructed across the Rhine in Ludwigshafen because Mannheim residents feared air pollution from its operations. From this dye factory, BASF has developed into the largest chemical company in the world. After opening a workshop in Mannheim in 1871 and patenting engines from 1878, Karl Benz patented the first motor car in 1886. He was born in Mühlburg (now part of Karlsruhe). The Schütte-Lanz company, founded by
Brand extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market. This strategy is widely known as multi-brand strategy. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Procter & Gamble is a leading exponent of this approach to branding, running as many as ten detergent brands