Sublime

By 1920 its lineup ranged from Chevrolet at the low end through Oakland and Olds, Scripps-Booth and Sheridan, to Buick and Cadillac at the top. But GM’s product lineup, having been assembled through acquisition, was a shambles. There was lots of overlap between brands in the middle of the range, while the lowest-price car was too expensive (the

These new elements I think I can without significant loss reduce to four: installment selling, the used-car trade-in, the closed body, and the annual model. (I would add improved roads if I were to take into account the environment of the automobile.)

From the strategic standpoint at that time, however, the most dangerous gap in the list was that between the Chevrolet and the Olds. It was big enough to constitute a volume demand and thereby to accommodate, on top of Chevrolet, a competitor against whom we then had no counter. It was therefore an important gap to fill both offensively and