The U.S. electric passenger car industry in 2011 was described as being in its infancy, because it is still a new concept to buyers. However there are signs of growth from 2011-2015. Buyers do not consider the car because of price, travel range and vehicle size, along with other secondary concerns. 2. Based on HEV sales to date, how would you describe U.S. buyers of electric passenger cars?
Based on sales to date, the segmentation of U.S buyers is seemingly a very “niche” market as it is segmented to middle aged, large income, warm urban or suburban climates. U.S consumers are wary/unaware of the new technology, which makes them apprehensive to purchase them, especially at the high prices they are being sold for (ie. They aren’t fully aware of how much value the technology adds to the car, so aren’t sure if they are even fairly priced). 3. What might be a customer value proposition for BEVs and PHEVs expressed in fewer than 25 words?
“Driving electric; a luxury way to drive economically. Environmental friendliness, combined with the luxury comfort and power, all while using friendly energy.” 4. How should the Fisker Karma Sedan be positioned in the marketplace?
It should be positioned to the slightly more wealthy individuals that have families. The sedan being priced over 100k makes it a luxury item that is at least attainable to this demographic of wealthier consumers. The targeting shouldn’t be marketed as “the one car your family needs,” however, it should be marketed as the next addition to your family that brings luxury and economics to the group of cars you may own. This is because there is a concern amongst consumers about the range the electric cars offer. Appealing to the sense of social “goodness” or the carbon footprint awareness as these customers would be more likely to purchase these cars feeling like they are “doing their part.” 5.