Case Details
MD Motors
新英华汽车有限公司
In late July 1998, Mr. Holger Gossmann, Managing Director of MD Motors, was both surprised and concerned. He had just learned that although Volkswagen AG had recently bought Rolls-Royce Motor Cars Limited in the United Kingdom, Bayerische Motoren Werke AG in Germany had acquired exclusive rights to the Rolls-Royce brand name. In the future, MD Motors, the exclusive agent in Hong Kong for Rolls-Royce and Bentley motor cars, faced the possibility that it would no longer be able to market the Rolls-Royce brand with its imposing radiator grille and elegant Flying Lady hood ornament. Mr. Gossmann knew he would have to carefully develop a new strategic marketing plan to reposition MD Motors.
Learning Objective:
Luxury Motor Cars, Corporate Restructuring, Brand Management, Market Segmentation, Market Positioning and Customer Loyalty