Aircon in a Seven; from a commercial perspective, why not?
Discussion
I'll probably get flamed for this, but from a commercial point of view I'm amazed that Caterham haven't found a way to get aircon into a Seven.
I fully appreciate that Sevens are all about 'adding lightness', but surely if they are targeting 'high end' customers with the Harrods signature model etc. then they must be losing sales to folks who see air-conditioning as a 'must have'. Surely folks like this chap would rather aircon than those unsightly chest patches http://i.dailymail.co.uk/i/pix/2013/10/02/article-...
Ansar Ali has admitted that aircon is a deal breaker for many markets and would be an option in a new model (should that ever arrive!): "Ali says that means new customer requirements...you can tick a box for air-con...if we’re going to sell in the Far East, and India, and other emerging markets, no one’s going to buy a Seven...you’ll just die of heat exhaustion. We’ve got to be realistic about the opportunities and limitations of the Seven, and that’s where I see opportunities for new Caterham product." (http://www.carmagazine.co.uk/spy-shots/caterham/caterhams-new-sports-car-2015-the-full-scoop/).
So whilst I can see that aircon won't appeal to the purist, I am amazed that Catherham hasn't found a way to fit it into a standard S3/SV chassis and offer a 'soft, touring' Seven to customers who like the idea of a Caterham but don't want one if they can't have aircon.
Am I mad, or are Caterham missing out on a relatively quick and easy way to broaden the appeal of their car/brand and generate more sales?
chemistry
I fully appreciate that Sevens are all about 'adding lightness', but surely if they are targeting 'high end' customers with the Harrods signature model etc. then they must be losing sales to folks who see air-conditioning as a 'must have'. Surely folks like this chap would rather aircon than those unsightly chest patches http://i.dailymail.co.uk/i/pix/2013/10/02/article-...
Ansar Ali has admitted that aircon is a deal breaker for many markets and would be an option in a new model (should that ever arrive!): "Ali says that means new customer requirements...you can tick a box for air-con...if we’re going to sell in the Far East, and India, and other emerging markets, no one’s going to buy a Seven...you’ll just die of heat exhaustion. We’ve got to be realistic about the opportunities and limitations of the Seven, and that’s where I see opportunities for new Caterham product." (http://www.carmagazine.co.uk/spy-shots/caterham/caterhams-new-sports-car-2015-the-full-scoop/).
So whilst I can see that aircon won't appeal to the purist, I am amazed that Catherham hasn't found a way to fit it into a standard S3/SV chassis and offer a 'soft, touring' Seven to customers who like the idea of a Caterham but don't want one if they can't have aircon.
Am I mad, or are Caterham missing out on a relatively quick and easy way to broaden the appeal of their car/brand and generate more sales?
chemistry
Ha ha! Lots of good comments, thank you! All very amusing!
In all honesty though I do still think aircon would broaden the appeal of the Seven, for (presumably) very little outlay by Caterham.
Whilst I can completely see why it would be an anathema to Seven purists, from a business point of view I would have thought it was a no-brainer, as it would open the Seven up to a different type of (softer?!) customer and new (hotter...) territories. You certainly can drive convertibles with the roof down and aircon on (and benefit from the cooled air) - I've done it in several cars - so that wouldn't be a barrier; cool air pumped into the footwells would surely be appealing to some folks. Hood up, it might also help with the fogging/condensation issue in colder and damper weather too.
Indeed, as I put in my original post, when he was there even Ansar Ali alluded to the fact that future Caterham models would have an aircon option, so unless there's an engineering reason why it can't be done (not enough room to fit a compressor & pipework?) in the existing S3/SV/CSR then I'm surprised that it isn't offered as an option, purely to broaden the product's appeal to the widest possible marketplace.
In all honesty though I do still think aircon would broaden the appeal of the Seven, for (presumably) very little outlay by Caterham.
Whilst I can completely see why it would be an anathema to Seven purists, from a business point of view I would have thought it was a no-brainer, as it would open the Seven up to a different type of (softer?!) customer and new (hotter...) territories. You certainly can drive convertibles with the roof down and aircon on (and benefit from the cooled air) - I've done it in several cars - so that wouldn't be a barrier; cool air pumped into the footwells would surely be appealing to some folks. Hood up, it might also help with the fogging/condensation issue in colder and damper weather too.
Indeed, as I put in my original post, when he was there even Ansar Ali alluded to the fact that future Caterham models would have an aircon option, so unless there's an engineering reason why it can't be done (not enough room to fit a compressor & pipework?) in the existing S3/SV/CSR then I'm surprised that it isn't offered as an option, purely to broaden the product's appeal to the widest possible marketplace.
spyder dryver said:
Does anyone buy a Caterham who isn't a "purist"?
Arguably not, but that's my point; I wonder whether aircon might broaden their appeal beyond 'purists', thereby increasing sales. A good thing.I realise that taking this argument to it's farcical logical conclusion, one could add more and more and more 'comforts' until a Seven became a Range Rover(!). Nonetheless, Sevens do increasingly feature some creature comforts (heated seats, etc.) and I personally think a/c has become viewed by many folks as a necessity these days. I realise Colin Chapman would be turning in his grave, but as a commercial proposition I reckon 'luxury' Sevens such as that Harrods one would enjoy better sales if a/c were an option.
I can't see any mechanical reason why rudimentary a/c couldn't be installed - many Morgans have it, for example, especially in the USA - and feel that it would increase sales amongst people looking for a slightly more civilised weekend toy that was more viable for hot weather motoring.
Alternatively, I could be completely wrong. It's happened before
By that same argument though, the SV, CSR, heated seats, etc. are all departures from the 'pure' Seven and so would have cost Caterham sales too.
Personally, I don't think there would be a negative effect. If some folks put A/C in their Seven, why would that spoil things for the purists that didn't want it? They wouldn't have to have it.
Personally, I don't think there would be a negative effect. If some folks put A/C in their Seven, why would that spoil things for the purists that didn't want it? They wouldn't have to have it.
REALIST123 said:
Exactly. But 99.9% of Caterham customers wouldn't want air con. Lots don't even bother with a heater, carpets, even windscreens.
I agree, but my point is that there might be additional set of less hardcore customers who could be tempted into a Caterham if A/C were added. If Caterham currently sell 500 Sevens a year to the existing 99.9%, my theory is that perhaps they could sell (say) another 50 if they added A/C as an option. Consequently, from a business perspective I still think there could be a market for a 'softer' Seven with A/C (and heater, and windscreen, and heated seats...), which would appeal to new customer groups, generating more sales and being beneficial for Caterham overall. As a result, unless there's a practical reason why they don't offer it (a compressor and pipework won't fit, for example) I'm surprised that they don't; it just seems like business sense to me.
For the record, I'm not saying I want A/C in a Seven, merely that I suspect the type of customer that the Harrods Signature Seven is aimed at probably would; I doubt very much that any of those models are going to see a track, for example!
Holy thread revival!
Having read the arguements on both sides, I agree that a/c in a Seven wouldn't be anywhere near as effective as it would in a tin top, but remain of the opinion that some potential buyers would still like the option of a/c, if only to provide cooling air into the footwell and via vents in the dash.
Since nobody would be forced to have it so, assuming that the compressor etc. could be made to fit, if I owned Caterham I'd certainly make it an option in the interests of broadening the Seven's appeal to these potential customers/markets.
Maybe I have no soul, but to be fair, the original question I posted did ask the question purely with the commercial perspective. If they could sell more cars by offering air con, I would if I were them.
Having read the arguements on both sides, I agree that a/c in a Seven wouldn't be anywhere near as effective as it would in a tin top, but remain of the opinion that some potential buyers would still like the option of a/c, if only to provide cooling air into the footwell and via vents in the dash.
Since nobody would be forced to have it so, assuming that the compressor etc. could be made to fit, if I owned Caterham I'd certainly make it an option in the interests of broadening the Seven's appeal to these potential customers/markets.
Maybe I have no soul, but to be fair, the original question I posted did ask the question purely with the commercial perspective. If they could sell more cars by offering air con, I would if I were them.
For what it’s worth, a fair few Morgans (which arguably share some of a Seven’s characteristics) seem to be fitted with air conditioning. As far as I can tell, it’s an option for about £2k:
http://www.rtcc.co.uk/morgan-roadster-car-builder
Whilst many Sevens are used for track work etc., the existence of the S Pack is evidence that Caterham believes many are predominantly/entirely for road use. To my mind, an a/c option for these cars would appeal to - and increase sales to - some (not all!) potential buyers in hot/humid climates.
It seems that Morgan agree that it’s worth doing, so I still think there’s an arguement for Caterham to do so as well.
http://www.rtcc.co.uk/morgan-roadster-car-builder
Whilst many Sevens are used for track work etc., the existence of the S Pack is evidence that Caterham believes many are predominantly/entirely for road use. To my mind, an a/c option for these cars would appeal to - and increase sales to - some (not all!) potential buyers in hot/humid climates.
It seems that Morgan agree that it’s worth doing, so I still think there’s an arguement for Caterham to do so as well.
In terms of Asia, adding air con certainly was (is) on the agenda officially, albeit in connection with a new model:
“The company needs to appeal to new customers in new markets, and Ali has ‘no doubt’ that Caterham can sell 2500 units of the new car each year, split between the three road variants and the racing version.
The USA isn’t currently in Caterham’s road car plans (the SP/300R sports prototype should have a one-make race series there in 2013) so the new model won’t be federalised. But the Far East is high on Caterham’s agenda, helped by Caterham owner Fernandes’ business connections. Ali says that means new customer requirements: ‘We will offer doors, windows, and you can tick a box for air-con. Will air-con come as standard? No, but if we’re going to sell in the Far East, and India, and other emerging markets, no one’s going to buy a Seven, because apart from fact you might be too scared to drive it on the road, you’ll just die of heat exhaustion.“
http://www.carmagazine.co.uk/spy-shots/caterham/ca...
“The company needs to appeal to new customers in new markets, and Ali has ‘no doubt’ that Caterham can sell 2500 units of the new car each year, split between the three road variants and the racing version.
The USA isn’t currently in Caterham’s road car plans (the SP/300R sports prototype should have a one-make race series there in 2013) so the new model won’t be federalised. But the Far East is high on Caterham’s agenda, helped by Caterham owner Fernandes’ business connections. Ali says that means new customer requirements: ‘We will offer doors, windows, and you can tick a box for air-con. Will air-con come as standard? No, but if we’re going to sell in the Far East, and India, and other emerging markets, no one’s going to buy a Seven, because apart from fact you might be too scared to drive it on the road, you’ll just die of heat exhaustion.“
http://www.carmagazine.co.uk/spy-shots/caterham/ca...
As the OP, can I just say thanks to everyone for their contributions! I've enjoyed the comments and debate! 
My conclusions, for what it's worth, are that:
1) It might theoretically be sensible for Caterham to offer a/c in a Seven from a commercial perspective, to increase sales amongst people who might otherwise not consider buying one (people in hot climates, those seeking more comfort rather than ultimate lightness/performance, etc.).
2) In practice, a/c in a Caterham would have limited functionality, both with the roof off or in the poorly sealed roof-up environment. However, the ability to blow cooled air from dashboard or footwell vents in either scenario would still be appreciated by some.
3) Back in the real world, Caterham probably acknowledge 1 & 2 above (at least to some extent), but are selling enough cars already not to need to chase the (theoretical) additional sales and/or don't think that the (theoretical) additional sales generated would justify the increased development, inventory and installation costs associated with making a/c/ an option.
Your views might (will!) vary.
Have fun all!
My conclusions, for what it's worth, are that:
1) It might theoretically be sensible for Caterham to offer a/c in a Seven from a commercial perspective, to increase sales amongst people who might otherwise not consider buying one (people in hot climates, those seeking more comfort rather than ultimate lightness/performance, etc.).
2) In practice, a/c in a Caterham would have limited functionality, both with the roof off or in the poorly sealed roof-up environment. However, the ability to blow cooled air from dashboard or footwell vents in either scenario would still be appreciated by some.
3) Back in the real world, Caterham probably acknowledge 1 & 2 above (at least to some extent), but are selling enough cars already not to need to chase the (theoretical) additional sales and/or don't think that the (theoretical) additional sales generated would justify the increased development, inventory and installation costs associated with making a/c/ an option.
Your views might (will!) vary.
Have fun all!
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