Marketing a two-seater sports car on a shoestring budget
Discussion
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.
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.
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
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
This is mine taken at the PH meet last summer
![](http://i417.photobucket.com/albums/pp254/odyssey2200/11052008238.jpg?t=1232030256)
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
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...
LOL good job you did at Tygan Motor Company they went bust in record time.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
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...
LOL good job you did at Tygan Motor Company they went bust in record time.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:
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...
LOL good job you did at Tygan Motor Company they went bust in record time.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
If it where me I wouldn't be advertising I had any involvement with them at all.
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...
LOL good job you did at Tygan Motor Company they went bust in record time.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
If it where me I wouldn't be advertising I had any involvement with them at all.
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.
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.
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