Publications
Publications
  • June 2005
  • Case
  • HBS Case Collection

CarMax

By: Rajiv Lal and David Kiron
  • Format:Print
  • | Pages:29
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Abstract

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; Digital Platforms; Segmentation; Auto Industry

Citation

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

About The Author

Rajiv Lal

Marketing
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