It happens that it’s not lucky at all in everything - this is just about Edsel cars. In the photo is the 1958 Ranger model
It happens that it’s not lucky at all in everything - this is just about Edsel cars. In the photo is the 1958 Ranger model. It happens that it’s not lucky at all in everything - this is just about Edsel cars. In the photo is the 1958 Ranger model.
Not a single manufacturer is safe from market failure, because various factors influence sales. History knows many examples when a model that was quite successful from different points of view failed in the market and brought only losses to the company. Very indicative is the case with a subsidiary of Edsel, owned by Ford. Cars under the new brand were developed in the early 50s of the last century, when the US economy was on the rise, but by the time they entered the market, in 1957, an economic recession had begun.
By design, the cars took a niche between the available "Fords" and the more prestigious "Mercury". But due to the miscalculations of marketers, newcomers were forced to compete with the latter, although in many ways they were inferior to them. A powerful and lengthy (perhaps even prolonged) advertising campaign did not benefit: because of the veil of secrecy, consumer expectations were overly overstated. And when on the day of the premiere, almost two and a half million Americans came into the salons and saw ordinary cars, albeit with an original appearance, but partially unified with the same "Fords" and "Mercury", it caused great disappointment.
POVERTY - FAILURE
(Sold 271 pcs. * (* In Russia in 2010.)) With an overpriced price, the Lexus-IS 250 is hard to compete with counterparts from other manufacturers …
(Sold 271 pcs. * (* In Russia for 2010.)) with an overpriced price. Lexus-IS 250 is hard to compete with analogues of other manufacturers … (Sold 271 pcs * (* In Russia for 2010.)) with an overpriced at the price of Lexus-IS 250 it’s hard to compete with analogues of other manufacturers …
The most significant argument in the fight for the buyer is, of course, price. Especially for our compatriots, sophisticated and spoiled. No matter how good the Lexus-IS 250 is, few are willing to pay a minimum of one and a half million rubles for a Japanese family-class sedan. If he had a three-beam star or a propeller with the coveted BMW letters on his hood, some would have thought, and so - you need to be a wealthy fan of the brand or in love with her unconscious to decide on a purchase.
In addition, Lexus has only one engine option, one single transmission, the inability to order four-wheel drive - there are already enough arguments to go to a German competitor who does not save on the certification of all versions that are of interest to the consumer.
… as well as Suzuki Splash (sold 586 pcs. *)
… as well as Suzuki Splash (sold 586 pcs. *). … as well as Suzuki Splash (sold 586 pcs. *).
We find a lot of examples of overpriced, and in a variety of classes. Often, it was precisely the seller’s unjustified appetites that killed the demand even for the initially available car - this was the case with Suzuki Splash, Toyota-iQ, Citroen-C2, Audi-A2 …
THirst IS NOTHING, IMAGE IS EVERYTHING
Another important component of success or, conversely, failure is image. Chinese manufacturers still can not grab the coveted market share, although they offer affordable cars with a decent level of equipment in a wide variety of segments.
The Chery Amulet is a typical example for the initial period of Chinese expansion. (Sold 142 pieces *)
The Chery Amulet is a typical example for the initial period of Chinese expansion. (Sold 142 pcs. *) “Chery-Amulet” is a typical specimen for the initial period of Chinese expansion. (Sold 142 pieces *)
The Chinese product is still associated with something of low quality, and sometimes frankly fake. At first, cars from China were like that - unsuccessful clones of famous models rained down before our eyes. With spare parts and service there were constant problems, and in independent crash tests these cars could compete with shopping carts from the supermarket. Now the Chinese auto industry has seriously taken off in many directions, but the sediment, as they say, remains.
On the other hand, the flagship of the Volkswagen Phaeton was also held hostage by the image. The company, the very name of which means "people's car", has always focused on products specifically for the mass consumer.
The Volkswagen Phaeton is a “terribly distant from the people” limousine for more than three million rubles. (Sold 77 pieces *)
The Volkswagen Phaeton is a “terribly distant from the people” limousine for more than three million rubles. (Sold 77 pcs. *) Volkswagen-Phaeton - a “terribly distant from the people” limousine for more than three million rubles. (Sold 77 pieces *)
In the minds of people, this concept is fixed forever. But for what kind of people was a representative sedan made for more than three million rubles? And who will buy such a model for reasons of prestige? In the world of big business, the phrase “I drive a Volkswagen” hardly characterizes a successful person. Another similar example is the Hyundai Ekus.
The financial difficulties of the manufacturer also have a very negative effect on sales. Compare how many “Saabs” or “Chryslers” were sold five years ago and how many were sold last year.
Last year, only 65 Chrysler Grand Voyager vans were sold, and thirty-five were sold the year before
Last year, only 65 Chrysler Grand Voyager vans were sold, and thirty-five were sold the year before. Last year, only 65 Chrysler Grand Voyager vans were sold, and thirty-five were sold the year before.
Very disappointing are the examples of moving the obsolete model to the market. As a rule, these cars are not much cheaper than their newer and more relevant counterparts, so Chevrolet Viva (aka second-generation Opel Astra), Ford Escape (was once a Maverick), Mitsubishi -Lancer Classic”, “Volga-Cyber ”disappeared from the price lists almost as quickly as they appeared.
NO GRAM EXTRA
The next point is an unjustified limitation of trim levels. For example, most Japanese firms offer cars in Russia with only fixed sets of options. Unless the color can be chosen. On the one hand, the buyer does not have to understand the abundance of all kinds of options and their combinations, on the other hand, this does not allow to equip the car in accordance with their own wishes.
A meager selection of modifications does not stimulate sales. If an automatic machine for Ford Kug had been offered earlier, there would have been much more of these cars in our streets. (Sold 1122 pieces *)
A meager selection of modifications does not stimulate sales. If an automatic machine for Ford Kug had been offered earlier, there would have been much more of these cars in our streets. (Sold 1122 pcs. *) The meager selection of modifications does not at all stimulate sales. If an automatic machine for Ford Kug had been offered earlier, there would have been much more of these cars in our streets. (Sold 1122 pieces *)
Another extreme is the meager choice of engines and gearboxes or a sub-optimal combination of them. For example, the Ford Kuga diesel crossover in Russia at first was offered only with mechanical gearboxes (a typically European version), while our customers of such cars would definitely need an automatic transmission, but it was offered only after a couple of years. As a result, the car turned out to be poorly demanded in the early years, when it could a priori become popular - only thanks to its novelty.
Another example is the Mazda CX-9, a mid-size crossover from the US market. It underwent minimal adaptation before deliveries to Russia, and as a result, buyers could not understand what an expensive all-terrain vehicle with hard plastic in finish, simple equipment and lack of xenon could attract (even for an extra charge!).
The large and expensive crossover with oak plastic in the cabin and fairly simple equipment is not listed here. (Sales discontinued.)
The large and expensive crossover with oak plastic in the cabin and fairly simple equipment is not listed here. (Sales discontinued.) The large and expensive crossover with oak plastic in the cabin and fairly simple equipment is not listed here. (Sales discontinued.)
Here, one can no longer justify the fact that such a machine is at least one and a half times cheaper in its main market, in the USA, and is therefore equipped accordingly. By the way, simplicity is a common misfortune of large overseas vehicles. Other examples are the Hyundai ix55, Honda Pilot.
DO NOT BE BORN BEAUTIFUL
Beauty or, on the contrary, ugliness - subjective factors, but sometimes they are crucial when buying. For example, SanYong Rodius, with all its merits, acquired very few hosts.
"San Yong Rodius." (Sold 22 pcs. *)
"San Yong Rodius." (Sold 22 pcs. *) "SanYong-Rodius." (Sold 22 pcs. *)
And all because of, to put it mildly, extravagant appearance. Evil tongues even called him the "freak." Honestly, this Korean manufacturer has other models with dubious appearance. Here we also include Chevrolet-Rezzo, KIA-Opirus, and many crafts of Chinese masters.
Chevrolet Rezzo. (Sales discontinued.)
Chevrolet Rezzo. (Sales discontinued.) Chevrolet Rezzo. (Sales discontinued.)
