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“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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slide2
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 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
agenda
AGENDA
  • CURRENT/FUTURE SUV MARKET
  • SUV CUSTOMER DEMOGRAPHICS
  • FORTERA PRODUCT
  • MARKET ROLL OUT
lt truck vehicle production growth 1998 2004
LT TRUCK VEHICLE PRODUCTION% GROWTH 1998 -- 2004

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

replacement tire market growth 1998 2004
REPLACEMENT TIRE MARKET% GROWTH 1998 -- 2004

TOTAL CONSUMER TIRES 15.9

BROAD MARKET (.03)

PERFORMANCE 14.6

LT 33.4

P-METRIC 207.0

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

big three car light truck model count
BIG THREE CAR/LIGHT TRUCK MODEL COUNT

Model Count

1994

1999

2004

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

jd power market segmentation
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

emerging suv sub segment projections
Emerging SUV Sub-Segment Projections

Premium Crossover

Luxury SUV’s

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

luxury suv market segment
Luxury SUV Market Segment

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

premium hybrid crossover market segment
Premium Hybrid (Crossover) Market Segment

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

vehicle classification maze
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

)

crossover vehicles car based production
CROSSOVER VEHICLESCAR BASED PRODUCTION

BMW X5

2001 PONTIAC AZTEC

MERCEDES ML320

LEXUS RX300

SUBARU FORESTER

2001 HYUNDAI SANTA FE

TOYOTA RAV4

crossover vehicles truck based production
CROSSOVER VEHICLESTRUCK BASED - PRODUCTION

2001 FORD ESCAPE

2001 EXPLORER SPORT TRAC

2001 TOYOTA SEQUOIA

2000 FORD 4 DOOR F150

mri storyfinder results
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
suv target analysis
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
suv drivers target analysis
SUV DRIVERS TARGET ANALYSIS

% US TOT SUV PREM MINI LUX SUV

DEMOS POP INDEX INDEX INDEX

Gender:

Male 48.0 107 56 98

Female 52.0 94 220 110

Age:

18-24 12.9 98 95 19

25-34 19.6 126 112 68

35-44 22.2 119 95 106

45-54 17.4 125 121 152

55-64 11.4 80 57 95

Source: 2000 MRI Doublebase

suv drivers target analysis18
SUV DRIVERS TARGET ANALYSIS

% US TOT SUV PREM MINI LUX SUV

DEMOS POP INDEX INDEX INDEX

HH Income

$100K+ 10.1 199 210 175

75-100K 20.7 188 192 173

60-75K 32.4 171 177 52

50-60K 40.0 155 163 148

40-50K 52.5 149 150 136

20-40K 26.1 69 81 15

0-20K 21.9 35 62 6

Source: 2000 MRI Doublebase

suv drivers target analysis19
SUV DRIVERS TARGET ANALYSIS

% US TOT SUV PREM MINI LUX SUV

DEMOS POP INDEX INDEX INDEX

Education:

Grad College+ 22.5 139 151 194

Grad College 15.1 144 157 270

Attend Coll 26.7 112 96 66

Grad HS 34.1 94 36 23

Source: 2000 MRI Doublebase

suv drivers target analysis20
SUV DRIVERS TARGET ANALYSIS

% US TOT SUV PREM MINI LUX SUV

DEMOS POP INDEX INDEX INDEX

Marital Status:

Single 23.7 81 164 67

Married 57.2 122 85 111

Race:

White 83.7 107 104 95

Black 11.9 55 136 145

Hispanic 9.6 70 139 95

Asian/Other 4.8 84 256 244

Source: 2000 MRI Doublebase

what does suv customer want
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

luxury hybrid segments
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

the new fortera brand
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

fortera
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
initial fortera size line up
INITIAL FORTERA SIZE LINE-UP

% Current

P-Metric Market

P215/75R15 4.1

P225/75R15 7.5

P235/70R15 2.3

P235/75R15 45.1

P265/70R15 .8

P265/75R15 1.8

P235/70R16 3.4

P245/70R16 1.7

P245/75R16 4.1

255/65R16 .2

P255/70R16 6.6

P265/70R16 2.1

P265/75R16 2.8

P275/70R16 .7

P255/75R17 .1

P265/70R17 2.2

Total Market Coverage 85.5%

Source: 2000 RMA

fortera size line up
Fortera Size Line-Up

P215/75R15 Jeep Cherokee, Jeep Wrangler, Honda Passport, Isuzu Rodeo, Nissan Pathfinder

P225/75R15 Jeep Cherokee Wrangler, Honda Passport, Isuzu Rodeo, Mitsubishi Montero

P235/70R15 Blazer, Jimmy, Envoy, Bravada, Nissan Xterra, Nissan Pathfinder

P235/75R15 Ford Explorer, Blazer, Jimmy, Durango, Isuzu Rodeo (etc.)

P265/75R15 Mazda B4000, Toyota Tacoma

P235/70R16 Ford F-150, ‘02 Ford Explorer

P245/70R16 Jeep Grand Cherokee, Infiniti QX4, Acura SLX, Honda Passport, Nissan Pathfinder, Isuzu: Rodeo, Vehicross, Trooper

P245/75R16 Suburban, Tahoe, Yukon, Lincoln Navigator

P255/70R16 Ford Explorer, Ford F-150

P265/70R16 Cadillac Escalade, Yukon Denali, Toyota 4-Runner, Toyota Sequoia

255/65R16 Mercedes ML320, LR Discovery II, Infiniti QX4, Nissan Pathfinder, Nissan Frontier

P265/75R16 Chevy Tahoe, GMC Yukon

P275/70R16 Lexus LX470, Toyota Land Cruiser

P265/70R17 Ford Exp, ‘01 Denali, ‘01 Escalade, ‘01Suburban

P255/75R17 Lincoln Navigator 4X4

P265/70R15 Nissan Pathfinder, Nissan SE Xterra, Mitsubishi Montero

future light truck product positioning
FUTURE LIGHT TRUCKPRODUCT POSITIONING

ON ON/OFFCROSSOVERHIGHWAYHIGHWAYOFF ROAD

PREMIUM

MID

ENTRY

FORTERA

Wrangler

Wrangler

Wrangler

Wrangler

Wrangler

Wrangler

Conquest

Conquest

Conquest

fortera market roll out
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