California based Tesla Motor company makes a huge announcement about it's plans to open global dealerships in the Summer of 2009 and in less than a week Ferrari confirms it's intention to produce hybrid exotic cars for the marketplace before 2016. They also indicated that the car will debut in -- guess where? Sunny California, where they are already heavily marketing their new roadster the Ferrari California to first time buyers, women, and a much younger than traditional Ferrari owner audience and celebrity figures already. Coincidence that Ferrari is in the public eye subsuming the headlines for the exotic car Roadster model Tesla has sold recently (500 to be exact), or simply a brilliant upstaging marketing strategy? What ever the reason for the calculated confirmation of press leaks, we're glad to hear that the super car company is ready to compete for the Green Automotive Technology top spot when it comes to offering environmentally friendly sports car luxury and hybrid (or electric) exotic car availability.
IS FERRARI COMPETING WITH TESLA FOR THE GREEN EXOTIC CAR MARKET?
Though Tesla plans to put a large future focus on the release of their up and coming Model S sedan, a seven passenger family vehicle that will be marketed at nearly half the cost of the Roadster (currently sold for $107k), they have no plans to abandon future sports car "exotics" projects in favor of mass production. That intention makes Tesla a kind of front runner as a hybrid exotic manufacturer who may even have a jump on Ferrari when it comes to marketing.
Ferrari, however, as such a beloved super car company and front runner when it comes to racing technology, is likely to win the hearts of all green conscious driving enthusiasts should they elect to produce hybrid sports car technologies that are in the price range that will appeal to a similar market share demographic as they are currently structuring their newest stable line up car model, the Ferrari California.
FERRARI CHANGES MARKETING STRATEGY CATERING TO DEMOGRAPHIC FOR NEW CALIFORNIA MODELS
Currently, Ferrari has asked Ferrari dealerships worldwide to target their marketing of the California to appeal to 1) first time Ferrari buyers, 2) a younger audience and 3) women drivers.
As a marketing leap for the 21st century, the car company is reaching out to capture the hearts of generations who are raised with technology, raised in an era of equal rights for race, gender, and religion, and who are able to financially step forward into a car priced slightly over 100k -- but may not be able to reach the tradition 230K plus range of traditional supercars manufactured by Ferrari.
To that end, the Ferrari marketing strategy may be shifting in the coming years even more (based on the current announcement that they plan to debut a hybrid exotic car in the States). Hollywood celebrity drivers offer so much free press for products the purchase, the California roadster model is being well recieved by the ladies living in warm climates, and quite frankly, the past generation of drivers who never quite "got" the fast and furious concept of drifting is aging. That leaves a huge generation gap of potential future buyers untapped -- one Telsa Motor company is right on the brim of getting; that can't seem professionally right to let Ferrari or other Italian automakers let that large of an audience go willingly (even if the old guard doesn't understand the youth market yet completely).
MARKETING FERRARI TO CLIENTS WHO ARE BABY BOOMER, GEN X, AND GEN Y
If Ferrari manufactures a daily driver commuter hybrid at the cost or slightly above the cost range of the current Ferrari California models, it may score a big win against Tesla. Not only would a hybrid Ferrari for upper income qualified mid-range car be something fiscally for young up and coming professionals and single CEO women driving enthusiasts to consider as a viable coupe or convertible sports car option due to what is sure to be a higher quality of performance and handling, it would make a dynamic purchase offering aesthetic and environmentally friendly purchase for any red carpet arrival for a celebrity or person of note to drive for positive social notoriety.
The Tesla Roadster, currently based on a modified Lotus Elise frame, is sharply appealing to the eye. However, it is plagued by all the spacial constraints of the Lotus, as it offers little to no cargo space, cramped interior room, and exceedingly difficult exit and entry (unless you are a small person who is comfortably attired to do advanced forms of yoga each time you need to get in or get out -- an unfortunate everyday reality most drivers of the car are presently experiencing). In addition, true Lotus owners and drivers report the Tesla body is marred by performance and handling difference that take the joy out of driving. Citing a much different weight differential on the car, the Tesla roadster has all the quirks of the Lotus Elise but apparently takes away that award winning curve handling and "flying by the seat of your designer blue jeans" go cart fun provided in the real thing.
Click HERE to read more about Ferrari's plans to go green in the 21st century
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