Too Many Brands? No Way!!!

The Caribbean School of Sales Management


I’m re-blogging this post I made 6 months ago because this week’s news is that VW will, within months, overtake Toyota to become the world’s largest car manufacturer. What’s your take on this overtake?

When Alan Mulally succeeded William Clay Ford Jr. as President and Chief Executive Officer of  The Ford Motor Company in 2006, Ford had seven brands. Home grown Lincoln and Mercury; Jaguar, Volvo, Land Rover, Austin Martin and one other…o… yeah, right…Ford! Too many brands, said Mulally. Got to narrow our focus. No, Mulally didn’t scuttle the Ford Focus in narrowing Ford’s focus. But he quickly sold the entire Premier Automotive Group consisting of the four European brands. All at a loss. And for good measure he dumped Ford’s 33% interest in Mazda.

Across the Atlantic Volkswagen group had even more brands than Ford. VW had Audi, Bentley, Bugatti, Ducati, Lamborghini, Man, Porsche, Scania, Seat, Skoda and, yes…

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