The Great Experiment? Wasn't that what Lincoln Steffens called the Russian Revolution? The dealership's general manager explains that the motto is actually borrowed from Alexis de Tocqueville. Just as the United States is an experiment in popular sovereignty, Don Beyer Volvo is an attempt to ascertain whether a car dealership can earn a profit without engaging in the familiar high-pressure sales tactics. Beyer has opened a second dealership, selling Land Rovers--apparently, the Great Experiment is a success.