Product details

In late July 1998, Mr Holger Grossmann, 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 UK, 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 market plan to reposition MD Motors.