Marketing a two-seater sports car on a shoestring budget
Discussion
I should've given a bit more background. The car was originally conceived as a low-volume kit car - it will still be available to buy in kit form. The versions I am talking about are the turn-key solution that may be offered - if we find an effective way to market it.
The McLaren F1 way is by far the most noble...and no doubt we'd go down that route if we are McLaren Automotive. Sadly, we're not and don't have the financial muscle or the R&D budget to do anything close to that.
What we do have is a well-sorted chassis, with the suspension set-up done by guys with Formula 3 and other single-seater experience. The body design is fresh, modern and by all accounts very pretty. We are planning on testing a few ideas out in the wind tunnel to make sure it's more than just a pretty face.
The whole car has been designed from scratch to be an affordable driver's car, whilst cheap enough to be a viable kit car project if that's what people wanted. Obviously I think the car will sell as a turn-key low volume production car, but I don't know where to begin with marketing it!
The McLaren F1 way is by far the most noble...and no doubt we'd go down that route if we are McLaren Automotive. Sadly, we're not and don't have the financial muscle or the R&D budget to do anything close to that.
What we do have is a well-sorted chassis, with the suspension set-up done by guys with Formula 3 and other single-seater experience. The body design is fresh, modern and by all accounts very pretty. We are planning on testing a few ideas out in the wind tunnel to make sure it's more than just a pretty face.
The whole car has been designed from scratch to be an affordable driver's car, whilst cheap enough to be a viable kit car project if that's what people wanted. Obviously I think the car will sell as a turn-key low volume production car, but I don't know where to begin with marketing it!
OK, let's take the FBS Census. Corking chassis and the car handled like it was on rails. However, it was so ugly it's mother couldn't love it.
If it's kit based, but a turn-key solution it needs to be keenly priced with decent backup and upgrade options.
If it's going to be £20k+ forget it, wrong car for the current climate. It needs to be cheap, quick, good looking and easy to get more grunt from... and more fun and just as reliable as a second hand MX5 or Elise.
Edited for speeeeeling
If it's kit based, but a turn-key solution it needs to be keenly priced with decent backup and upgrade options.
If it's going to be £20k+ forget it, wrong car for the current climate. It needs to be cheap, quick, good looking and easy to get more grunt from... and more fun and just as reliable as a second hand MX5 or Elise.
Edited for speeeeeling
Edited by Podie on Wednesday 14th January 17:00
Not really marketing, but a pricing issue.
I know for me at least, I take more interest in a product with a low initial cost for a crap version - and then enjoy adding bits and pieces as options - rather than having an expensive product from day one.
Although, if only one version was offered, you'd reduce costs and could sell for less. Swings & roundabouts I guess.
I know for me at least, I take more interest in a product with a low initial cost for a crap version - and then enjoy adding bits and pieces as options - rather than having an expensive product from day one.
Although, if only one version was offered, you'd reduce costs and could sell for less. Swings & roundabouts I guess.
Here's one photo of the car...you may have seen in on another PH thread before:
The above is actually a quarter-scale model of the real car, all proportionally correct, of course.
The pricing model I have in mind - and I am happy to hear people's views - is exactly what Mattt said...low "base-line" price but with a Merc/BMW/Audi-style add-on/options list (I had great fun with Audi's options list...ended up spending an extra £5k).
The above is actually a quarter-scale model of the real car, all proportionally correct, of course.
The pricing model I have in mind - and I am happy to hear people's views - is exactly what Mattt said...low "base-line" price but with a Merc/BMW/Audi-style add-on/options list (I had great fun with Audi's options list...ended up spending an extra £5k).
Edited by A.Wang on Wednesday 14th January 20:16
A.Wang said:
Here's one photo of the car
That's not a photo is it?Sorry to be negative but:
- it's ugly (IMHO)
- it's an ugly Elise, so I'll buy mainstream at the same price thanks
- if I want a TT, I'll buy one instead, because it will have the quality/reliability/image/badge
Unless your car is stupendously fast or corners on rails you don't stand a chance. Especially if you don't have professional marketing.
You need to try some guerilla marketing:
1.Send a press-release to various car forums announcing that on the one night your alarms were not switched on, you had a break in and the car was stolen.
2.Send a press-release that the car has been spotted, but the police haven't got anything fast enough to catch it....
3.Send a press-release explaining that you paid over a ransome, and retrieved the car from a lock-up in Coventry.
4.Send another press release saying you're now accepting orders.
There, that should do it. (Car looks quite nice in the picture)
1.Send a press-release to various car forums announcing that on the one night your alarms were not switched on, you had a break in and the car was stolen.
2.Send a press-release that the car has been spotted, but the police haven't got anything fast enough to catch it....
3.Send a press-release explaining that you paid over a ransome, and retrieved the car from a lock-up in Coventry.
4.Send another press release saying you're now accepting orders.
There, that should do it. (Car looks quite nice in the picture)
BOR said:
You need to try some guerilla marketing:
1.Send a press-release to various car forums announcing that on the one night your alarms were not switched on, you had a break in and the car was stolen.
2.Send a press-release that the car has been spotted, but the police haven't got anything fast enough to catch it....
3.Send a press-release explaining that you paid over a ransome, and retrieved the car from a lock-up in Coventry.
4.Send another press release saying you're now accepting orders.
There, that should do it. (Car looks quite nice in the picture)
Has that not been done before?1.Send a press-release to various car forums announcing that on the one night your alarms were not switched on, you had a break in and the car was stolen.
2.Send a press-release that the car has been spotted, but the police haven't got anything fast enough to catch it....
3.Send a press-release explaining that you paid over a ransome, and retrieved the car from a lock-up in Coventry.
4.Send another press release saying you're now accepting orders.
There, that should do it. (Car looks quite nice in the picture)
One of the two cars stolen ended up being left in a hedge!?
Edited by JustinP1 on Thursday 15th January 10:22
PR, PR, PR and PR. PR doesn't cost a lot and it is by far the most effective way of raising awareness of a consumer product. Yes, I am a PR consultant. My campaign for Tygan Motor Company was done on a shoestring and I got them extensive coverage in, amongst others, the Telegraph motoring section, Octane, Classic and Sports Car and, erm, Pistonheads. I'm currently doing something very similar for Revington TR, with good success.
www.pistonheads.com/doc.asp?c=47&i=17671
www.telegraph.co.uk/motoring/2753471/Tygan-356-Spe...
www.pistonheads.com/doc.asp?c=47&i=17671
www.telegraph.co.uk/motoring/2753471/Tygan-356-Spe...
Edited by Mon Ami Mate on Thursday 15th January 11:03
Mon Ami Mate said:
PR, PR, PR and PR. PR doesn't cost a lot and it is by far the most effective way of raising awareness of a consumer product. Yes, I am a PR consultant...
A quality product, pitched at the right market at the right time helps though. A sportscar pitched (price wise) at established marques with solid market share, with little or no pedigree, launched during a global recession sounds like a challenge.
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