Who are these people and what are they doing to their cars?

Do you know that feeling of "How did I get here"? I had it yesterday. Picture a row of 9 silver and red Honda Insights lined up with their hatchbacks open. Engineers and Scientists are hacking apart wiring harnesses and comparing notes about their mystical number, MPG. I'm having an out of body experience. Maybe I am at a factory in Japan or seeing into the future. Then I realize, one of those cars is mine. I forget sometimes - I've only had it a week.
Who are these people and what are they doing to their cars?