Maaco paints more cars than anyone else. However, their business had been stagnant for a number of years due to substantial improvements in new-car paint technology. They also suffered from a reputation that they only painted older cars and couldn’t match later model colors or perform competent body work. Consumer perception of Maaco needed to shift from the “uh-oh” people to “America’s Bodyshop.” A two-pronged approch was developed to broaden their appeal to the upscale automotive market while still protecting/promoting their core business of auto painting.

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