Automotive Black Technology Chapter 453: : Create an all-round warrior (please subscribe!)
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After returning to Detroit, Li Fanyu asked the branch's newly formed marketing department to conduct research on the current North American pickup truck market.
The U.S. branch has just been established and is still in the running-in stage in terms of personnel. Because it is an offshore company affiliated with China, when the company recruits people, Mason consciously increases the proportion of Chinese employees. Currently, almost 30% of the company's employees are of Chinese descent in the United States.
For example, the current head of the marketing department, Jimmy King, is a Chinese-American with black hair and brown eyes.
After he took office, Jimmy really put a lot of thought into the tasks that Li Fanyu, the company's top executive, directly assigned to him. It took a whole week to review a large amount of data and market sales information and make a detailed research report.
"Director Li, the current annual sales share of pickup trucks in the North American market is US$48 billion, among which the models with monthly sales of more than 1,000 units are as follows:
The top-selling model is the Kaman-A3, with sales of 50,990 units last month.
Second, Chevrolet-Colorado, sold 41,079 units last month.
Third, Toyota-Takuma, sold 28,900 units last month.
Fourth, Kaman-B2, sales volume last month was 25,745 units.
Fifth, Nissan-Titan, sales last month were 18,030 units.
Sixth, Licon-EXT, sold 7,500 units last month.
Seventh, Toyota-Zero Line, sold 3,226 units last month.
Eighth, Kaman-C2, sales volume last month was 1,010 units.
The sales of the above-mentioned models are basically stable. Although there is a slight increase or decrease with the seasons, the difference is not significant. It is these brands that have almost worked together to share the US$48 billion pickup truck sales in the North American market..."
In this report, there are several models that Li Fanyu knows; such as Toyota Tacoma, Nissan Titan, and Toyota Zero Line. In the previous time and space, these cars were specially developed by their brands for the North American market. .
He simply skipped these models.
What he is interested in are the three models of Kaman Company.
Listening to Jimmy Jin’s explanation of the current market situation in conjunction with the information, Li Fanyu put his fingers together and said, “Let’s focus on the Cayman models. As far as I know, this Cayman MAN claims to be the No. 1 pickup truck brand in the United States. What are the characteristics of these three models? Do you know why they have always been at the top of the sales list? ”
"Understanding Director Li, Kaman Company was actually formerly a heavy-duty truck manufacturer. The first model was actually the Kaman C series, which ranked eighth on the sales list. Later, before the financial crisis, we were keenly aware of the market In response to changes in consumption, the American people with tight wallets launched the lighter and more versatile A.B series, which quickly became the number one pickup truck brand in North America.
As for what are the characteristics of their models and why their sales are so good. Judging from my investigation these days, there are two main points. ”
Li Fanyu nodded to him, "Tell me in detail."
"Yes! First of all, Kaman's pickup trucks are cheap enough. Take the best-selling A series as an example. It is equipped with a V6 engine for the base model and sells for $27,900. As a two-door four-wheel drive truck Said, the price is cheap enough. The second point is that Kaman’s models are classified very carefully.
For example, the A series is a pure light truck with a load range of less than one thousand pounds, which is commonly known as a half-ton truck in the United States. The B series is 1,500 pounds to 2,500 pounds, commonly known as one-ton trucks. When the load capacity of the C series is over one ton, it is out of the range of light trucks. This design concept ensures the greatest coverage of Kaman's models in the pickup truck category.
With these three series on the market, no matter what kind of pickup truck consumers want to choose, they will give priority to Kaman's standards as a reference. ”
Hearing this, Li Fanyu nodded again.
After sketching out the current market in his mind, he smacked his lips;
This situation is a bit similar to the three fruit shops downstairs from my home!
It turns out that three fruit shops opened side by side downstairs in Li Fanyu’s community. Store A is the largest and has the most complete range of fruit categories. Best-selling fruits like apples and bananas are cheap enough. So over time, nearby residents who sell fruit will first visit their house.
In fact, in this fruit shop, the best-selling fruits are sold relatively cheaply, and the price of other fruits is equal to or higher than that of other stores.
But who is the most popular among the three fruit shops?
Because this fruit store has two major selling points: a wide range of categories and cheap low-end products. It has become the winner in the industry and the first choice among customers.
In the field of market economics, this is called "the customer's first choice is the winner, and the winner takes the most."
Currently, it seems that Kaman is this awesome fruit shop.
The models under its umbrella are relatively comprehensive, cover a wide range of uses, are of decent quality and are reasonably priced.
After Jimmy King finished his report and resigned, he thought about it all afternoon in the office. I connected all the scattered thoughts in my mind together and made a calculation in my mind.
After that, he went to the OEM's R&D department and gathered Mason, Little Culbo and the three top students together.
In view of the situation he just learned, he decided to make some changes in the development of the F150 and modify the design of the F150 that was redeemed from the space.
The scope of modifications includes the axle material and the configuration of drive parts such as the rear axle differential and rear axle transmission ratio. Both of these parts are related to the maximum load of the car.
How many people a car can pull is mainly determined by the engine power. But when it comes to pickup trucks, there are two other issues involved. How big one cargo box is, how big the rear axle/rear axle load is on the other.
To put it simply, it means how hard the axle/rear axle behind you can be, and how much force the rear axle driving part can give.
Through Jimmy Jin’s investigation, Li Fanyu felt a sense of crisis.
What Zhengxin is facing is a market that is almost dominated by Kaman. Facing the three series and three levels of pickup trucks of Kaman ABC, Zhengxin can only compete with its own F150 model.
In view of this situation, I want Zhengxin to stand out from the shadow of Kaman. Or get all the F250, 350, and 450 in Xapp and form a square array to fight with you head-on.
Or, turn the F150 into an all-round warrior! Use this car on hand to accomplish what both Kaman AB series can do!