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Detroit''s Big Three - General Motors, Ford and Chrysler, reigned supreme in the US automobile market all through the 1960s and 1970s. But the Japanese, German and Korean car manufacturers, who gradually eroded the Big Three''s US market in the 1980s, challenged their supremacy. The invasion started with the small car segment and by the end of the 1990s, the Sport Utility Vehicle (SUV) and the luxury car segments had also been captured. The Big Three had underestimated their competition and failed to understand the pulse of the market. With its inflexible plants, high legacy costs and their looming labour problems, Detroit was in deep waters. This case traverses the ups and downs of the US automobile industry and offers scope for discussion on the various factors that led to the rapid downfall of Detroit''s Big Three. A structured assignment ''204-067-4'' is available to accompany this case.