Case | HBS Case Collection | June 2005


by Rajiv Lal and David Kiron


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.

Keywords: Profit; Brands and Branding; Market Platforms; Segmentation; Auto Industry;


Lal, Rajiv, and David Kiron. "CarMax." Harvard Business School Case 505-080, June 2005.