Marketing a two-seater sports car on a shoestring budget

[JustinP1]

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...

That some great PR for you there!

[Podie]

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.

[JustinP1]

Podie said:

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.

A challenge big enough, that if the OP pulls it off and makes a mint, he will make even more from his autobiography and the lecture circuit as the next business guru.

Sales of non-essential cars even more than cars in general have gone through the floor.

If I really had money to burn there are plenty of good options out there. I could get a second hand TVR Tuscan for £15k, or if I had a bit more, you can pick up a Ferrari 360 Modena from £36k.

From my point of view as a marketer, I am having trouble working out the demographic of the intended target market and finding a viable gap which isn't already overfilled with other, maybe better options.

[Podie]

JustinP1 said:

From my point of view as a marketer, I am having trouble working out the demographic of the intended target market and finding a viable gap which isn't already overfilled with other, maybe better options.

Until the end of 2007, I'd worked in the auto industry for my entire career - and I can't disagree with your view.

Consider those that have faailed in the past (many with considerable budgets and pedigree) and it's not an easy task, but I wish the OP every success.

[Dragon's Den]
I'm out
[/Dragon's Den]

Edited by Podie on Thursday 15th January 12:44

[odyssey2200]

Scockers said:

odyssey2200 said:

Audi, Alfa, Mazda, BMW, Honda, MG, PGO, Mercedes, Lotus...... have similar, more established products at similar prices.

WTF is PGO and how is it as established as Lotus, Honda et al?

Edited by Scockers on Thursday 15th January 10:47

PGO have been making cars in France for 21 years and selling in the Uk for about 2. http://lifestyleautomotive.co.uk/pgohome.html

This is mine taken at the PH meet last summer


I assume that the OP isn't just limiting his car sales to the UK.

either way the point is valid, What is his cars unique selling proposition?

Why would I choose his car over a car already in production?

If he starts with that in mind he may find a marketing strategy.

Edited by odyssey2200 on Thursday 15th January 14:38

Edited by odyssey2200 on Thursday 15th January 15:42

[Simpo Two]

That look likes a Griff that's had liposuction...

[A.Wang]

I've heard that expression before.

[odyssey2200]

It looks like the bd love child of a BMW Z4 and a TVR.

[A.Wang]

odyssey2200 said:

It looks like the bd love child of a BMW Z4 and a TVR.

I'm not sure if that's a good thing or a bad thing!

[Ash 996 GT2]

Job done, all this thread has cost you is time

[A.Wang]

Well not quite, considering I haven't mentioned what it's called, what the projected performance figures are, and where you can order one if you like what you've seen and read! I will do that soon, as long as I have the owners' OK to do so.

[Simpo Two]

A.Wang said:

I've heard that expression before.

Really?! I thought of it my myself!

Anyway, I wish you luck trying to market, sell and then build a sports car with a new brand name and no heritage in the current environment - ulp.

[steve z]

Lets start with some basic stuff:-

Who's your target market? Age/Sex/Socio-Economic/Lifestyle etc.

Who's your competition?

What's your USP (unique selling point)? Faster, Handling, Look, Price vs competition etc.

Answer these then drop me a line.

[Fer]

So Andy, how are the plans coming along?

[smilerbaker]

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. 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...

Edited by Mon Ami Mate on Thursday 15th January 11:03

LOL good job you did at Tygan Motor Company they went bust in record time.

[Mon Ami Mate]

smilerbaker said:

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. 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...

Edited by Mon Ami Mate on Thursday 15th January 11:03

LOL good job you did at Tygan Motor Company they went bust in record time.

With respect, that was nothing to do with the PR and I ceased working with them months before they went out of business.

[smilerbaker]

Mon Ami Mate said:

smilerbaker said:

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. 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...

Edited by Mon Ami Mate on Thursday 15th January 11:03

LOL good job you did at Tygan Motor Company they went bust in record time.

With respect, that was nothing to do with the PR and I ceased working with them months before they went out of business.

also with respect you did own a bit of them (even it is was just a little bit) and as pointed out by me at the time, the prices they where asking for the kit and turn key cars was cloud cuckoo land, buying a failed company then re-release the same product but bumping up the prices was never going to work, and charging waaay over the odds for off the shelf items other VW specialist sold was frankly suicide.

If it where me I wouldn't be advertising I had any involvement with them at all.

[Mon Ami Mate]

smilerbaker said:

Mon Ami Mate said:

smilerbaker said:

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. 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...

Edited by Mon Ami Mate on Thursday 15th January 11:03

LOL good job you did at Tygan Motor Company they went bust in record time.

With respect, that was nothing to do with the PR and I ceased working with them months before they went out of business.

also with respect you did own a bit of them (even it is was just a little bit) and as pointed out by me at the time, the prices they where asking for the kit and turn key cars was cloud cuckoo land, buying a failed company then re-release the same product but bumping up the prices was never going to work, and charging waaay over the odds for off the shelf items other VW specialist sold was frankly suicide.

If it where me I wouldn't be advertising I had any involvement with them at all.

I did good work for them. I got Tygan coverage in several quality newpapers, leading motoring magazines, lifestyle magazines and specialist websites. All on a tiny, tiny budget.

[andyps]

I am not sure that taking the Epona away from the original market of kit cars would work. As a reasonably regular visitor to the Locostbuilders website I have followed the development of the car (which I think looks a lot better in the original closed guise) with interest and have a lot of respect for the design work Gaz has done. However, it was originally designed to fit on a Locost chassis and as such I am not sure that it will be able to compete with cars such as the Elise, and therefore would be surprised if many would buy it in preference.

I wish the project well, but you would need to do some proper research to find out what people really think and would expect to receive for the money you are talking about, then find out if you can get a turnkey car built with the appropriate fixtures and fittings to make a profit at that price. Assuming this all works, PR would then be your friend. Consider how Lee Noble got the M12 such favourable press - he made sure the car was fantastic to drive and then badgered magazines such as Autocar to get them to drive it.

[CDP]

Put a bad disguise on it and drive around Hethel/Coventry/Wolfsburgh/Stuttgart or any of the other areas used commonly by testers and let the photographers "scoop" it.