THE POWER OF POSITIONING: TURNING A CAR DEALERSHIP FROM A CHANNEL INTO A BRAND

If visions of lot lizards and plaid pants dance in your head when you think of the typical car dealership, you're not alone. But in 1987, Park Place–winner of the Malcolm Baldrige Award for Performance Excellence—shifted, changing the game in the second largest luxury car market in the U.S. They believed buyers of the world's finest cars—Mercedes-Benz, Lexus, Maserati, Porsche, Bentley, Rolls-Royce and more—should be treated to a world-class ownership experience, delivering their clients service and amenities on par with a five-star hotel. The challenge? Convincing generations of justified cynics that the Park Place brand was as important in their purchase consideration as the brand on the hood ornament...
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