Fallacy of the niche car
Abandoning mass market approach may be a mistake
By Jerry Flint
This is a pretty interesting article:
"Mass-market vehicles were how GM created the company that dominated the auto world from the 1930s to the 1960s, developing a few base platforms that could be used for multiple products, like the mass-market Chevrolet and then smaller runs for Pontiac and Oldsmobile.
The market has splintered. The U.S. has become the target of opportunity for every automaker that can meet our safety and environmental rules. The variety of cars and trucks is enormous. But big profits still come from big production runs of vehicles for which the customers are willing to pay top dollar, not from niche marketing. Abandoning the mass market could be another serious mistake."