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Gm Sample

In: Business and Management

Submitted By aziz91
Words 285
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Background
It is January 2010 and General Motors is considering the development of the next generation Chevrolet “Car”, a full-size family sedan.
Full-size sedans are a mainstay in the American market. According to the US government classification, a full-size car, or a “large” car, has 120 or more cubic feet of space for passengers and cargo. Adoption of the term “full-size” in the early 1960’s was necessitated by an increasingly larger variability of car sizes and body styles.
Full-size sedan segment size fluctuated significantly over the last 50 years. Oil shocks of the 1970’s impacted sales negatively, and so did the introduction of many other family-friendly car body styles in the 1980’s and 1990’s, such as minivans and family SUVs. The last five years have seen a renaissance in the budget-oriented fuel-efficient segment of full-size sedans with all the traditional entrants such as Ford Taurus, Chevrolet “Car”, Toyota Avalon, and Nissan Maxima, as well as new players such as Hyundai Azera, all competing for the title of the ultimate large sedan. Other family-friendly car body styles like small and large cross-over vehicles (vehicles built on a car platform, but providing the utility of an SUV) have also increased in popularity in recent years.
Chevrolet “Car” has a storied history in the full-size sedan market. The first “Car” launched as a 1958 model year vehicle. In its heyday in the 1960’s, “Car” was the best-selling car in the United States. “Car’s” current 9th generation has market share of ~18% and consistently sold more than 100,000 units per year on average from 2008 to 2009, the latest full year of data available.…...

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