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The case covers a wide range of issues of crucial importance to the car industry, both now and inthe future. It contains both macro and macro environment data and forecasts. It also has three blank strategic maps which students can be directed to complete prior to the teaching session. Objectives are; (1) understanding the dynamic forces in the macro environment; (2) creation of strategic maps and a detailed multi dimensional segmentation process; (3) comparison of changes in the structural attractiveness of segments; (4) discussion on mobility barriers between segments; (5) analysis of industry and company value chain; (6) identification of corporate and business level strategic alternatives; (7) formulating cost driven strategies; and (8) identification of value drivers.