Download
1 / 22

View - PowerPoint PPT Presentation


  • 356 Views
  • Updated On :

07YM Legend. The Legend’s role is to become Honda’s technological flagship, reflecting the three cornerstones of our product range:. Sporty Advanced Distinctive. Sporty Advanced Distinctive. Sporty Advanced Distinctive. Sporty Driving - SH-AWD - 295hp Engine - Paddle Shift.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'View' - Sharon_Dale


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

Slide3 l.jpg

The Legend’s role is to become Honda’s technological flagship, reflecting the three cornerstones of our product range:

Sporty Advanced Distinctive


Slide4 l.jpg

Sporty Advanced Distinctive flagship, reflecting the three cornerstones of our product range:


Slide5 l.jpg

Sporty flagship, reflecting the three cornerstones of our product range:AdvancedDistinctive

Sporty Driving

- SH-AWD

- 295hp Engine

- Paddle Shift


Slide6 l.jpg

Sporty flagship, reflecting the three cornerstones of our product range:AdvancedDistinctive

Sporty Driving

- SH-AWD

- 295hp Engine

- Paddle Shift

Advanced Technology

- SH-AWD

- HiDS

- CMBS

- AFS

- Pedestrian Safety


Slide7 l.jpg

Sporty flagship, reflecting the three cornerstones of our product range:AdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -


Slide8 l.jpg

Sporty flagship, reflecting the three cornerstones of our product range:AdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -

  • Main Stream

  • - Jazz

  • - Civic

  • Accord

  • Legend

Sports

- 06 Civic Type R

- S2000

- NSX


Slide9 l.jpg

Sporty flagship, reflecting the three cornerstones of our product range:AdvancedDistinctive

Sporty Driving

SH-AWD -

295hp Engine -

Paddle Shift -

Advanced Technology

SH-AWD -

HiDS -

CMBS -

AFS -

Pedestrian Safety -

  • Main Stream

  • - Jazz

  • - Civic

  • Accord

  • Legend

Sports

- 06 Civic Type R

- S2000

- NSX


Who are our competitors l.jpg

Merc E-class flagship, reflecting the three cornerstones of our product range:20%

Others15%

Volvo S804%

Audi A613%

Jaguar S-type20%

BMW 5 Series27%

Who are our competitors?

Traditional E sector customers

  • Attitude to car

  • Brand loyalty

  • Symbol of success

  • Reward

  • Purchase reasons

  • Style

  • Image

  • Value for money

Source: Customer clinics, NCBS 2005


Why were these cars unsuccessful l.jpg

Phaeton flagship, reflecting the three cornerstones of our product range:

607

Legend (96)

Vel Satis

Why were these cars unsuccessful?

  • Lack of brand desirability

  • Believed they could sell to BMW & Mercedes customers

  • Residual value prohibitive to sales

  • Lack of relevant unique selling point for E sector customers


Who is going to buy it l.jpg

Legend flagship, reflecting the three cornerstones of our product range:

5 Series

Customer Profile

45-55

(Avg 48)

Age:

£80k - £100k

£80k - £100k

Income:

Predominantly Male

Predominantly Male

Male/Female:

Small & Medium sized business owner

Senior Management, Director

Occupation:

Individualist self assured

Enjoys driving

Projects an image of success with independence

Image / status orientated

Enjoys driving

Happy to project success

Attitude:

Who is going to buy it?


Who is going to buy it13 l.jpg

Target Customer: flagship, reflecting the three cornerstones of our product range:

Respected Individualists

Who is going to buy it?

Legend

5 Series

Customer Profile

45-55

(Avg 48)

Age:

£80k - £100k

£80k - £100k

Income:

Predominantly Male

Predominantly Male

Male/Female:

Small & Medium sized business owner

Senior Management, Director

Occupation:

Individualist self assured

Enjoys driving

Projects an image of success with independence

Image / status orientated

Enjoys driving

Happy to project success

Attitude:


Who is going to buy it14 l.jpg
Who is going to buy it? flagship, reflecting the three cornerstones of our product range:

Legend

5 Series

Customer Profile

45-55

(Avg 48)

Age:

£80k - £100k

£80k - £100k

Income:

Predominantly Male

Predominantly Male

Male/Female:

Small & Medium sized business owner

Senior Management, Director

Occupation:

Target Customer:

Respected Individualists

Individualist self assured

Enjoys driving

Projects an image of success with independence

Image / status orientated

Enjoys driving

Happy to project success

Attitude:

Driving:

D-sector car

Saab 9-5

Audi A6

Lexus GS300

BMW 5 series or 3 series


Who is going to buy it15 l.jpg
Who is going to buy it? flagship, reflecting the three cornerstones of our product range:

Legend

5 Series

Customer Profile

Age:

Income:

Male/Female:

Occupation:

Target Customer:

Respected Individualists

Individualist self assured

Enjoys driving

Projects an image of success with independence

Image / status orientated

Enjoys driving

Happy to project success

Attitude:

Driving:

D-sector car

Saab 9-5

Audi A6

Lexus GS300

BMW 5 series or 3 series


How to meet their expectations l.jpg

BMW 530i flagship, reflecting the three cornerstones of our product range:

Benz E350

Audi A6

HZ

How to meet their expectations?

Objective for R&D


How to find our customer l.jpg
How to find our customer? flagship, reflecting the three cornerstones of our product range:

GenerateDemand

  • £1.0m budget to find 1.2m prospects to find 400 customers

  • Activity aimed at defined customer groups

    • Small business owners

    • Marine engine customers

    • Existing loyal Honda owners

  • Preview customer clinics and VIP test drive events

  • Use of F1 team to demonstrate technology and handling

  • Press reviews in target publications

  • Approved Legend dealers

    • Business 2 business and corporate

    • 48hr test drive


Our strategy l.jpg
Our strategy… flagship, reflecting the three cornerstones of our product range:

Residual Value

  • Pull not push, demand generation started 1st May

  • Approved Legend dealers

    • Approx 60 demonstrators nationally

    • We will not flood the market with used demonstrators

    • Honda UK central fleet

  • Competitive contract hire rate

  • Corporate launch plan

    • Residual value guides have driven

    • Leasing companies to follow


Pricing l.jpg

41 flagship, reflecting the three cornerstones of our product range:

EX + ADAS & CMBS

40

£39,000

39

38

37

EX

36

£36,250

35

34

Pricing

  • ADAS & CMBS

  • Lane keep assist system

  • Adaptive cruise control

  • Collision mitigation braking system

  • Comfort & Luxury

  • Electric glass sunroof

  • Rear view camera

  • Cruise control

  • Leather upholstery

  • Driver & passenger electrically powered seats + memory

  • Rain sensing wipers

  • Technology & Performance

  • Super Handling-All Wheel Drive

  • 5 Speed automatic transmission with paddle shift

  • 17” Alloy wheels

  • Voice recognition satellite navigation

  • Hands free telephone system

  • Multi function driver computer

  • Active HID headlights with dusk sensor

  • Safety

  • Dual front, side & curtain SRS airbags

  • Advanced pedestrian safety system - pop up bonnet

  • VSA, EBD, ABS


07ym legend20 l.jpg

On sale: 15 flagship, reflecting the three cornerstones of our product range:th SeptSales Plan: 400 units annually

07YM Legend


07ym legend21 l.jpg

On sale: 15 flagship, reflecting the three cornerstones of our product range:th SeptSales Plan: 400 units annually

07YM Legend


ad