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“REFINED RUGGEDNESS” PowerPoint PPT Presentation

“REFINED RUGGEDNESS” GOODYEAR WILL INTRODUCE A NEW “BRAND” OF TIRE FOR THE EXPANDING LUXURY SUV / HYBRID MARKET OCTOBER 28, 2001. THE NEW GOODYEAR FORTERA PROVIDES SUV DRIVERS WITH THE FOLLOWING: THE RIDE, COMFORT, AND HANDLING OF A CAR TIRE WITH THE RUGGED LOOK OF AN SUV TIRE

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“REFINED RUGGEDNESS”


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GOODYEAR WILL INTRODUCE A NEW “BRAND” OF TIRE FOR THE EXPANDING LUXURY SUV / HYBRID MARKET OCTOBER 28, 2001.


The new goodyear fortera provides suv drivers with the following l.jpg

THE NEW GOODYEAR FORTERAPROVIDES SUV DRIVERS WITH THE FOLLOWING:

  • THE RIDE, COMFORT, AND HANDLING OF A CAR TIRE WITH THE RUGGED LOOK OF AN SUV TIRE

  • LUXURY CAR-LIKE RIDE WITH A RUGGED SUV LOOK


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AGENDA

  • CURRENT/FUTURE SUV MARKET

  • SUV CUSTOMER DEMOGRAPHICS

  • FORTERA PRODUCT

  • MARKET ROLL OUT


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LT TRUCK VEHICLE PRODUCTION% GROWTH 1998 -- 2004

LUXURY & HYBRID VEHICLES ARE THE FASTEST GROWING SEGMENT OF LT MARKET


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REPLACEMENT TIRE MARKET% GROWTH 1998 -- 2004

TOTAL CONSUMER TIRES15.9

BROAD MARKET(.03)

PERFORMANCE14.6

LT33.4

P-METRIC207.0

LT and P-Metric are the fastest growing segments of the Replacement Tire Market


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BIG THREE CAR/LIGHT TRUCK MODEL COUNT

Model Count

1994

1999

2004

3 New LT models for every 2 new car models in 2004


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JD Power Market Segmentation

Established Segments:

Traditional-Mini - Chevy Tracker, Kia Sportage - stable growth

Compact SUV - Chevy Blazer, Ford Explorer - stable growth

Intermediate SUV - Chevy Tahoe, Ford Expedition - strong

Full Size SUV - Chevy Suburban, Toyota Land Cruiser - stable

Emerging Subsegments:

Luxury SUV - Cadillac, Lincoln, BMW, Mercedes-Benz, Porsche

Hybrid (Crossover) - Honda, Subaru, Volvo,Toyota, Audi


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Emerging SUV Sub-Segment Projections

Premium Crossover

Luxury SUV’s

Source: DRI/Ward’s, 1999 actuals-Automotive News


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Luxury SUV Market Segment

Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01


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Premium Hybrid (Crossover) Market Segment

Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01


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VEHICLE CLASSIFICATION MAZE

SPORTS UTILITY

VEHICLE

(SUV)

MINI VAN

PASSENGER

CAR

VAN

TRUCK

LUXURY

ACTIVITY VEHICLE

(LAV)

SPORTS

ACTIVITY VEHICLE

(SAV)

CROSSOVER

(Hybrid)

SPORTS VAN

RECREATIONAL

ACTIVITY VEHICLE

(RAV)

SPORTS WAGON

)


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CROSSOVER VEHICLESCAR BASED PRODUCTION

BMW X5

2001 PONTIAC AZTEC

MERCEDES ML320

LEXUS RX300

SUBARU FORESTER

2001 HYUNDAI SANTA FE

TOYOTA RAV4


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CROSSOVER VEHICLESTRUCK BASED - PRODUCTION

2001 FORD ESCAPE

2001 EXPLORER SPORT TRAC

2001 TOYOTA SEQUOIA

2000 FORD 4 DOOR F150


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MRI STORYFINDER RESULTS

SUV DRIVERS ARE:

  • Outdoor enthusiasts

    • Participate in skiing, boating, rollerblading, golf, biking, hiking, camping, canoeing, etc.

    • Own various types of recreational equipment

  • Sports enthusiasts

    • Attend / view / listen to all types of sporting events

    • Exercise frequently and are in good health

  • Affluent and well-educated

    • Own/use the latest technology for business and interpersonal communications

    • Invest in real estate, bonds, and mutual funds

  • Urban Bi-coastal

    • Premium-mini and luxury SUV owners concentrate in large metros (A counties) of the Northeast and Pacific Nielsen marketing regions


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SUV TARGET ANALYSIS

  • Demographic profile of SUV user is virtually the same, regardless of vehicle size

    • Married

    • Adults 25-54 (48%/52% male/female split)

    • College educated

    • Professional/Managerial

    • Affluent (HHI $40k+)

  • Only slight deviations betweencompact and full size SUV owners

    • Compact owners skew younger while full size skew older

    • Slightly more professional/managerial compact owners

      • Occupations of full size owners are more evenly distributed among all types of professions


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SUV DRIVERS TARGET ANALYSIS

% USTOT SUVPREM MINILUX SUV

DEMOS POPINDEXINDEXINDEX

Gender:

Male 48.0107 56 98

Female 52.0 94220110

Age:

18-24 12.9 98 95 19

25-34 19.6126112 68

35-44 22.2119 95106

45-54 17.4125121152

55-64 11.4 80 57 95

Source: 2000 MRI Doublebase


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SUV DRIVERS TARGET ANALYSIS

% USTOT SUVPREM MINILUX SUV

DEMOS POPINDEXINDEXINDEX

HH Income

$100K+10.1199210175

75-100K20.7188192173

60-75K32.4171177 52

50-60K40.0155163148

40-50K52.5149150136

20-40K26.1 69 81 15

0-20K21.9 35 62 6

Source: 2000 MRI Doublebase


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SUV DRIVERS TARGET ANALYSIS

% USTOT SUVPREM MINILUX SUV

DEMOS POPINDEXINDEXINDEX

Education:

Grad College+22.5139151194

Grad College15.1144157270

Attend Coll26.7112 96 66

Grad HS34.1 94 36 23

Source: 2000 MRI Doublebase


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SUV DRIVERS TARGET ANALYSIS

% USTOT SUVPREM MINILUX SUV

DEMOS POPINDEXINDEXINDEX

Marital Status:

Single23.78116467

Married57.212285111

Race:

White83.7107104 95

Black11.9 55136145

Hispanic 9.6 70139 95

Asian/Other 4.8 84256244

Source: 2000 MRI Doublebase


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WHAT DOES SUV CUSTOMER WANT?

Affluent/well educatedPremium product

Outdoor/sports enthusiasts Active / recreational lifestyle

Knowledgeable/perceptive Recognize difference in products

SUV customer wants the “best of the best” -- appreciates the image and styling, but demands performance


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LUXURY/HYBRID SEGMENTS

HYBRID

Smooth

Visual Appeal

Quiet

Aggressive Shoulder

INTEGRITY

Quiet Ride

Long-lasting

All-season

Value Priced

Safe

WRANGLER

Aggressive Shoulder

Strong

Rugged Treadface

Durable

EAGLE

Sporty Appearance

Low Aspect

Handling


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THE NEW “FORTERA” BRAND

  • Hybrid of current brands (Wrangler, Eagle, Integrity)

  • Targeted at the Luxury SUV and the emerging crossover segment

  • Visually appealing

  • Quiet, smooth ride

  • Aggressive shoulder styling

REFINED RUGGEDNESS


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Introducing …

FORTERA HL(Highway Luxury Edition)


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FORTERA

  • Smooth, quiet ride of passenger car tire

  • Aggressive appearance of an SUV tire

  • Hybrid Aquatred 3 tread compound

  • All-season traction and treadwear

  • 60,000 mile treadwear warranty


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INITIAL FORTERA SIZE LINE-UP

% Current

P-Metric Market

P215/75R154.1

P225/75R157.5

P235/70R152.3

P235/75R15 45.1

P265/70R15.8

P265/75R151.8

P235/70R163.4

P245/70R161.7

P245/75R164.1

255/65R16.2

P255/70R166.6

P265/70R162.1

P265/75R162.8

P275/70R16.7

P255/75R17.1

P265/70R172.2

Total Market Coverage 85.5%

Source: 2000 RMA


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Fortera Size Line-Up

P215/75R15Jeep Cherokee, Jeep Wrangler, Honda Passport, Isuzu Rodeo, Nissan Pathfinder

P225/75R15Jeep Cherokee Wrangler, Honda Passport, Isuzu Rodeo, Mitsubishi Montero

P235/70R15Blazer, Jimmy, Envoy, Bravada, Nissan Xterra, Nissan Pathfinder

P235/75R15Ford Explorer, Blazer, Jimmy, Durango, Isuzu Rodeo (etc.)

P265/75R15Mazda B4000, Toyota Tacoma

P235/70R16Ford F-150, ‘02 Ford Explorer

P245/70R16Jeep Grand Cherokee, Infiniti QX4, Acura SLX, Honda Passport, Nissan Pathfinder, Isuzu: Rodeo, Vehicross, Trooper

P245/75R16Suburban, Tahoe, Yukon, Lincoln Navigator

P255/70R16Ford Explorer, Ford F-150

P265/70R16Cadillac Escalade, Yukon Denali, Toyota 4-Runner, Toyota Sequoia

255/65R16Mercedes ML320, LR Discovery II, Infiniti QX4, Nissan Pathfinder, Nissan Frontier

P265/75R16Chevy Tahoe, GMC Yukon

P275/70R16Lexus LX470, Toyota Land Cruiser

P265/70R17Ford Exp, ‘01 Denali, ‘01 Escalade, ‘01Suburban

P255/75R17Lincoln Navigator 4X4

P265/70R15Nissan Pathfinder, Nissan SE Xterra, Mitsubishi Montero


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FUTURE LIGHT TRUCKPRODUCT POSITIONING

ON ON/OFFCROSSOVERHIGHWAYHIGHWAYOFF ROAD

PREMIUM

MID

ENTRY

FORTERA

Wrangler

Wrangler

Wrangler

Wrangler

Wrangler

Wrangler

Conquest

Conquest

Conquest


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FORTERA Market Roll-out

  • Production start - August 2001

  • Web-based media launch - October 16

  • National retailer announcement - October 28

  • Initial order solicitation - October 28

  • Product available for shipment - November (first 10 sizes)

  • Retail promotion begins Nov, Dec, Jan

    • Public relations campaign -- Nov

    • Point-of-sale merchandising -- Dec

      • Store display, pocket guide, product brochure

    • Website product review -- Dec

    • Retail advertising -- Jan

  • Consumer direct mail campaign and RAMP promotion - Feb ‘02


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