This case examines Chevrolet’s history of product innovation, branding strategy, and successful product mix in connection with its relationship to parent General Motors and its rivalry with Ford. Chevrolet has a long history of success in developing and marketing cars, trucks, and SUVs that are practical, sporty, and affordable. The brand’s relationship with General Motors is both a strength and a weakness, especially in the aftermath of the federal government’s bailout of General Motors.

One of the most difficult strategic decisions that a company can make is to delete one or more products from its portfolio. However, Chevrolet has asked you to do just that: cut one or more models from the Chevy brand. Which model(s) do you suggest and why? Where would you reallocate the newly available resources and why?

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