The company has dominated the Chinese market since the early 1900s and in 2011 was the number one automaker in the country. They have brand familiarity and brand loyalty from their consumers. They are still seen as an elite brand with an impeccable image of luxury and glamour, which certainly appeals to status-conscious Chinese consumers. They are ahead of the competition because they are in tune with customers' desires and produce cars that are relevant and attractive to them. If Buick continues with the same strategy, it should stay ahead. However, they must be aware of the threat posed by other companies trying to conquer the Chinese market. If, in the future, one of Buick's competitors can meet the needs of Chinese consumers better than Buick, then the company could be in