In other words, why would a brand be smeared all over a set of jobs that it would never be hired to do? What motivates a company to destroy its brand?
We start with Mini’s plans to sell 100,000 cars in the States by 2020, nearly double today’s pace and remember how Cadillac destroyed their brand and how Mercedes, Porsche, Ferrari et. al. can’t wait to do the same.
Also, might retail power in the form of strong dealer regulation limit brand’s ability to improve or address customer experiences? What motivated Warren Buffett to enter the American car dealer business? (With a long aside on what Buffett investment logic is all about and why it’s not contradictory to a growth investor).
We detour a bit into the information battle to come and how car makers yearn to “be the masters of their own cars”.
Kleemann Mercedes “Supercars”.