Before the 1973 oil crisis the station wagon was the dominant design in the family vehicle product market niche. Following the oil crisis and a series of environmental disruptions, the station wagon was no longer an optimal design and each of the major U.S. automobile manufacturers – Chrysler, Ford and General Motors – introduced minivans as an alternative to the station wagon. While Chrysler introduced a front-wheel drive minivan in 1984, Ford and General Motors initially introduced rear-wheel drive minivans. This choice provided an advantage to Chrysler in the family vehicle product market niche that lasted over fifteen years. This paper uses a multiple case study, focusing on the transition from station wagons to front-wheel drive minivans, to understand the response of established firms to technological change. Our case study suggests that managers' understanding of a firm's subjective opportunity structure is necessary in explaining firm response to technological change. We argue that extant theory on incumbent innovation underemphasizes managerial enactment of the environment.