So it failed.
Does this mean brands are irrelevant in used cars or just that
the great brand builder got it wrong?
Well, the truth is they did get it wrong. Not enough stock, no
service ethos no differentiation and no value proposition. In other
words, all the things that make the Tesco brand so strong and
the business so successful were lacking. So are brands irrelevant
in used car retailing? Well we still don't know . But what we do
know is that a great name in retailing was not enough to carry a
poor proposition but it never is.
Tesco should have known better.
It would be a shame if others were put off trying to brand the
- I suspect they might though