Quote:
Originally Posted by plane
...the key here is that between the four or five lesser nameplates,
you build a single cohesive non-overlapping full-line of vehicles.
And your dealers need to consolidate if they want a full range of product.
Overall you haven't lost any brands.
Overall, you haven't lost sales because all you've done is cut out the duplication.
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plane, I was thinking the exact same thing. People get all worried about changing the name of a car and losing brand equity but many people seem to think it would be fine to cut an entire brand. That is far worse, many people are brand loyal rather than company loyal. Cutting brands is sure to eliminate market share but overlap is wasteful as well so your idea makes sense. I think this would help encourage dealer consolidation like you said. Otherwise they won't get a full line up.