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Positioning, Repositioning, Reverse Positioning Strategies Case Study

Case Title:

Reinventing the Buick Magic

Publication Year : 2004

Authors: Sumeeta Gupta, Sumit Kumar Chaudhuri

Industry: Automobiles


Case Code: POS0006

Teaching Note: Not Available

Structured Assignment: Not Available

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Buick, one of the oldest and premium brands of GM (General Motors), has been witnessing a rapid decline in sales and market share since the mid-1980s. Despite two reorganisation efforts in 1985 and 1992, GM failed to reduce Buick's costs and revive its sagging production lines.

Pedagogical Objectives:

  • To discuss GM's efforts since 2001 to revitalise Buick to achieve sales of half a million cars per annum.

Keywords : GM (General Motors); The history of the Buick brand; Buick city; GMs north American operations (NAO); Restructuring / Turnaround Strategies Case Study; The light truck boom in the US; Buick's sales problems; Buick rendezvous; Buick 'bengal concept' vehicle; Harvey Earl campaign; Park Avenue Ultra; JD Power and Associates; Buick Velte concept; Changing Buick's image; Attracting younger buyers for Buick


  • Introduction
  • Profiling Buick
  • Challenging times
  • Strategies to put Buick back on track
  • The future

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