your father's Oldsmobile" to promote its then-fading Olds brand. Not surprisingly, the advertising campaign failed-it reinforced rather than replaced the idea that Olds were old-fashioned-and General Motors finally discontinued the Oldsmobile line. Once one of the most successful of the General Motors brands, it ended even as a few models, such as the Intrigue, managed to find a market niche. Some analysts maintain that Olds might have survived if General Motors had renamed the division rather than trying to maintain the Oldsmobile name; that an image makeover required not just innovative products but a complete new name, but General Motors did not choose that option (Kassof, 2001).
Today, the company faces much the same challenge as it considers its Buick brand. Buick is associated with an older demographic in the United States, much as Oldsmobile was, but General Motors has established a design studio in China that has been successful at develop
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