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Discussion Starter · #1 · (Edited)
Interesting study.​

Acxiom Finds:

"Domestics Best Positioned in Declining Pick Up Market".


http://www.pr-inside.com/acxiom-r-finds-domestics-are-best-positioned-r611983.htm



"Detroit Three have large established base of loyal pickup consumers who show extreme brand devotion".

As 2008 light-duty pickup sales have declined by nearly 17 percent through April 2008, it is no surprise that continued economic pressures are drastically shrinking a market that is shared by both domestic and import brands.

However, Acxiom’s new consumer data reveals that Detroit’s Three (GM, Ford and Chrysler) hold the greatest potential to weather the storm with their current – and loyal – consumer base.

The study discovered that regardless of whether these consumers purchase a pickup the next time around, domestic truck owners are much more loyal to their truck and brand than are consumers of import brand trucks.

Acxiom most recent Automotive Consumer Dynamics looked at more than 19 million consumers who consider themselves “truck people” and exposed a striking stronghold that domestic brands have on the market over imports.

Top findings include:
  • Big Three Domination: domestic brands have successfully built large, loyal franchises of consumers for their trucks over several decades,– something that import brands have failed to do despite significant marketing and product development investments.
  • ******************************************************************************
  • *
  • Wide Open Spaces, Wide Open Opportunity: the traditional pickup consumer, represented by those individuals who live in rural areas and/or use a pickup primarily for its utility function, still remains the best target for manufacturers and retailers to concentrate their marketing efforts.
  • ******************************************************************************
  • *
  • Domestic Devotion: domestic truck owners are more loyal to the truck and the brand as compared to their import counterparts, and they also display a much higher propensity to have multiple pickups of the same brand in their garages.
  • Among the top six trucks, only Chevy Silverado owners increased their brand affinity each year over the past three years.
  • ******************************************************************************
  • *
  • Truck buyer interests: Consumers of domestic trucks are a highly-defined group, sharing a significant number of the same interests;
  • Asian truck consumers are more disparate and don’t exhibit legendary “truck buyer” interests.
  • ******************************************************************************
  • *
  • Next Vehicle Purchase: Current truck owners increased their intention to buy a CUV or a hybrid most in April versus January of 2008. Their intention to purchase an SUV next dropped 38%.
  • *******************************************************************************
  • *
With the results of this study, Acxiom delivers powerful new insights about the mind of the changing pickup truck consumer. Best of all, the results are addressable and actionable.
To learn more, download a PDF of current study.
Sooo........... looks like Toyota's marketing people were full of 'confidence' ........ ........ well, ok, - full of somethin' - thats for sure.

Maybe this has something to do with how the Ridgeline was positioned, why Nissan is going with the RAM, AND Toyota may convert some Tundra production to something else.

Its not just about fuel prices and the economy - for the Imports.
 

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So, this means if people HAVE to buy a truck and actually need it, they will most likely buy domestic?
 

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So, this means if people HAVE to buy a truck and actually need it, they will most likely buy domestic?
that seems to be what i got out of it as well. tundra is bought to "look cool"- i see it the most here on the island and in suburbia/cities, trips to new hampshire and maine and the like its all domestics.
 

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Discussion Starter · #4 · (Edited)
So, this means if people HAVE to buy a truck and actually need it, they will most likely buy domestic?
YES !!!!!

And, for what its worth, most likely even within their own brand.

One thing (amongst many) that analysts and writers are missing is that the SUV ('large') is NOT the same animal that the Pick me ups are.

Right now, their problems appear similiar but even thats an over simplification.

Even the (large) SUVs by themselves are not being covered correctly - until May the Luxury SUV segment (Alldata) showed approx half the losses that the 'regular' SUVs - possess - technically almost right on the money for the market in general.

The other thing is that the import truck buyer is not the same - not loyal - to either the PU or quite as loyal to their OEM.
 

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that seems to be what i got out of it as well. tundra is bought to "look cool"- i see it the most here on the island and in suburbia/cities, trips to new hampshire and maine and the like its all domestics.
The vast majority of laborers who tend to be union are much more likely to stick with American made products. Yuppies and soccer moms who are much more concerned with how others view them will buy based more on status and trendy ness. When the trend changes direction these people will leave to chase the next trends, which in this case, is away from import trucks/suvs.
 

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Makes sense to me. Lots of trucks the last going off were not trucks, but truck shaped cars... They were bought by someone who needed a car but wanted something big.

These people are less loyal. However whenever you see a truck that is actually working, it is 99% of the time a GM Dodge or Ford. Mostly Fords, then a lot of GM trucks and the fewest are Dodges. I'm not talking the big 1 tons, but the working mans 1500 series, nearly 100% American trucks.
 

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and thats why Ford is preparing and assault on the pickup market by 2011 they will have this lineup

lets see

F150 2009
F100 2010
Ranger 2011
new F250-550 2011
Sport track

lets hope GM follows because we need US makers to keep 90% of this market and screw the imports
 

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Of course. Every truck guy knows the tundra isn't capable of much more than looking "cool" in the eyes of your neighbors. How many times does a Chevy truck driver say, "Well, I don't know, I think I'll buy a ridgeline next."
In the pickup market, domestics are still on top.
 

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and thats why Ford is preparing and assault on the pickup market by 2011 they will have this lineup

lets see

F150 2009
F100 2010
Ranger 2011
new F250-550 2011
Sport track

lets hope GM follows because we need US makers to keep 90% of this market and screw the imports

The F100... wow... interesting...

Chevrolet has a great truck lineup... from the Silverado to the Avalanche... great great trucks that deserves the loyalty that they have from consumers... the only thing that I would like to see done if offer the Pontiac Ute transformed into a worthy El Camino reincarnation... that would be a great addition to the GM truck lineup in a 'real' truck company (say like GMC or Chevrolet)...

So far... I see a need to change the following in GM's trucks...

** Redesign the Colorado/Canyon or make it like the trucks offered out of the States which includes diesel motors and turbos too...

** Bring those 4.5l Duramax engines quick!!!

** Offer the 'larger' engine choices for the Silverado Regular Cab & Extended Cab configurations... give us more choices!!! Or, offer a turbo v6 like the Typhoon and Cyclone did...

** Do something about those large bulges on the GMT-900's... they look sweet when the truck is dolled up right but bone-stock they look ackward...

__________

Okay, I finished giving my few thoughts for today... does anyone have anything else to add?!
 

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Of course. Every truck guy knows the tundra isn't capable of much more than looking "cool" in the eyes of your neighbors. How many times does a Chevy truck driver say, "Well, I don't know, I think I'll buy a ridgeline next."
In the pickup market, domestics are still on top.
Good call.

Most of my family have been truck buyers for a long time and work at refineries/plants. None of them have ever dreamed of cross shopping a foreign truck.
 

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With the number of new Tundras on the roads down here I'm not sure so many buyers are that loyal to domestics.
 

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and thats why Ford is preparing and assault on the pickup market by 2011 they will have this lineup

lets see

F150 2009
F100 2010
Ranger 2011
new F250-550 2011
Sport track

lets hope GM follows because we need US makers to keep 90% of this market and screw the imports
I thought the F100 was the Ranger replacement. Are they really going to replace the Sport Trac? I'd be surprised if they did unless they figure a way to put it on the Explorer America platform which will be sweet if so.
 

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They are "look at my rolling money" trucks. People who use their trucks still buy American ones.
Hmmmmmm, you mean to tell me that the trailer with all those rakes and lawnmowers in it being pulled behind those tundras are fake? Those snowplows I see on the front of that fleet of tundras is for show? My oh my people sure have a strange way of showing the "look at my rolling money" trucks. Thanks for the heads up.
 

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Per the JULY 2008 Motor Trend,

"So far the Tundra is failing to average 14.0mpg and as (mark)williams observes, "I wish the tank were bigger, because on my last fill-up the computer readout told me my range was only 293 miles. It should be outlawed for a vehicle to have less than a 350- or 400-mile range, even if it's only getting 14 mpg.

-------------------------------------------------------------------

Folk I am averaging 19.0mpg in my 2007 GMC Serria EXT cab, my range is 470mpg, quite a difference, huh.
 

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Hmmmmmm, you mean to tell me that the trailer with all those rakes and lawnmowers in it being pulled behind those tundras are fake? Those snowplows I see on the front of that fleet of tundras is for show? My oh my people sure have a strange way of showing the "look at my rolling money" trucks. Thanks for the heads up.
Since Andrew lives in Northern Mexico the Tundras "all over the place" are probably not driven buy many proud Americans. I will skip the easy joke with what you say about Tundras with rakes and lawnmowers.
 

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This is great for GM but something we pretty much already know. It's not without reason either, GM's trucks in particular are really respected by business/contractors, etc. Where Toyota has won sales like others have said is from people that don't really use them as a work truck for the most part. Ask anyone that truly uses them and they'll most likely say the Chevrolet as their top pick and then the Ford.
 

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Hmmmmmm, you mean to tell me that the trailer with all those rakes and lawnmowers in it being pulled behind those tundras are fake? Those snowplows I see on the front of that fleet of tundras is for show? My oh my people sure have a strange way of showing the "look at my rolling money" trucks. Thanks for the heads up.
I actually meant real work, but whatever. I could stick a hitch on my Impala and tow rakes and lawnmowers. I'm talking about the guys hauling dirt and backhoes and other such equipment.

And yes, I am sure someone does, but not a majority. Most Tundras here are fully loaded, and usually either white or black, and always polished. Good looking trucks, but unless you have some sort of allegiance to Toyota, normal truck people aren't trading in their F-150's on a Tundra, unless they used the Ford in the same way and just need to buy what ever is newest.
 

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The vast majority of laborers who tend to be union are much more likely to stick with American made products. Yuppies and soccer moms who are much more concerned with how others view them will buy based more on status and trendy ness. When the trend changes direction these people will leave to chase the next trends, which in this case, is away from import trucks/suvs.
I don't think so. Hawaii is full of union people, and a LOT of them dive Turda's. But, I've never seen one on a job site. Like chakis24 points out, most of those who buy Turda's buy them to look good, and they will be one of the first to bail when prices get too much for them.
 
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