Auto rebels were a group of individuals in 2015, led by Maynard Hornbuckle III, who was the vice president for consumer affairs at the auto watchdog group Edsel Inc. According to a news story titled Auto rebels form organization by Steven Anderson at the bottom of the front page of the October 22, 2015 issue of USA Today, Hornbuckle was proposing that all United States citizens boycott automakers and refuse to buy a new automobile for the next three years, because he felt that car owners were not getting the value they deserved and the cost of owning and operating a family car was "absolutely astronomical".