Marketing a two-seater sports car on a shoestring budget

[A.Wang]

I may be helping out with the marketing of a brand new two-seater coupe (with a convertable "sister" model - think the original Audi TT Mk2 line-up) at the £20-25k entry-level price point, and I'm looking for ideas for the campaign.

My background is not in marketing, and I haven't studied anything marketing-related since doing some business school courses whilst at university...so all input will be gratefully received!

[A.Wang]

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!

[A.Wang]

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).

Edited by A.Wang on Wednesday 14th January 20:16

[A.Wang]

Sounds like a good idea!

The photo above isn't of the prototype - that is still under development - the photo is one of the detailed quarter-scale model.

[A.Wang]

I've heard that expression before.

[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!

[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.