| HBS Case Collection
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the same time revamp the tarnished image of the used car salesman.
Brands and Branding;
Lal, Rajiv, and David Kiron. "CarMax". Harvard Business School Case 505-080, June 2005.