As the dawning of a new era comes upon General Motors and the world around us, now known as the “New Economy,” businesses are forced to rethink everything from the way each customer order is handled, and the phone is answered to their visual image and communications. Car dealerships are having to rethink their brand image and positioning in the marketplace. Shelton Buick GMC is ahead of the curve by analyzing its current brand and the equity it has. The first recommended step is to update the logo to reinforce the value propositions that have made the business successful in the past and will continue to carry that success into the future. It also makes a statement of its continued commitment to its customers and faith in the larger brand of the parent company.