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Sanger Automotive

The Fisker Franchise Decision
by

Ken Shields

on 16 May 2014

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Transcript of Sanger Automotive



- TV ads --> mention new Sanger dealership in Florida

- Green-Rallye --> launch-event, co-operation


- Billboards


- The Fisker manufacturer directly delivers the cars to the Sanger auto dealer for the two Counties

- (already existing) Location:
--> assume it here
- among most successful auto dealers in the U.S.
- customer service
- luxury class cars
- loyal customers


yes
no
Collier County
Lee County
Collier & Lee County
"No Go"
- no costs
- no risks
- now or never
--> missing out on an opportunity
Sanger Automotive
The Fisker Franchise Decision

Fisker
Sanger
the franchise decision
“Uncompromised Responsible Luxury"

(Henrik Fisker)
The Fisker Karma

--> created the premium green car segment

--> one of the world’s first truly luxury & premium plug-in hybrid electric vehicles

--> high impact performance & low impact on environment

--> electric motor with advanced rechargable lithiumion battery + internal combustion engine
- solar panels
"Go"
- there is a viable market

- Sanger: strengths & opportunities
--> consistency with Fisker's brand

- uncertainties & investment costs
--> condition: return $200,000 investment within 5 years
SWOT Analysis
Market Analysis
- Fisker: - strong brand
- car: high quality engine

- Sanger: - one of the most successful autodealers
- world-class customer service in the purchase and ownership of luxury- class cars

--> consistency




- High price of the hybrid plug-in vehicle

- Need to charge batteries

- Size and weight


- Sanger: would add even more to reputation

- Fisker would arrange just one franchise agreement --> now or never

- Up-trend market: embryonic stage with growth estimation (2.6% in 2011 to 7% in 2015)

- Already have vacant dealership location

- Target market area with high percentage of luxury brands cars sold

- Despite estimations, uncertainty about market growth & consumer demand

- Increasing competition in electric and conventional car markets

- Limited production capacity which affects supply to dealers

- Consumer's fears and lack of familiarity
The Brand

--> put itself to the forefront of the luxury plug-in hybrid electric vehicles in Southwest Florida
2013: 2 Cars
Implementation
Thank you for your attention
Agenda
The Context




Go or No-Go

The Alternatives
Implementations
- the Brand
- the Car
- the Case
- 2 Cars
- SWOT Analysis
- Market Analysis
The Case
Competition
Buyer
Area
e-cars
Market
HEVs
PHEVs
BEVs
2011
300,000
30,000
2015
500,000
45,000-200,000
+
2.6%
7%
normal cars
brand-driven
Behaviour
+
$ 100,000+
40+
Top purchasing criteria
e-cars
- new product in existing market (product-development strategy)

- gives customers opportunity to choose

- down-scaling still within range of brand

-
financial advantage
+ older
+ greener
+ richer
+ frequently buy new cars
--> higher hybrid-car rate
+ 2x more people
+ frequently buy new cars
--> higher hybrid-car rate
General

--> one shop for both counties

--> product-development strategy

--> first luxury-electric car (niche)
Promotion
Distribution
+ no local competition
30,000
45,000-200,000
Demand
General
- address fears of customers in promotion
--> hard facts on: safety, travel range, performance

- advertise in both counties

- from 2013 onwards --> both cars

- American Recovery and Reinvestment Act of 2009
--> consumer tax credit: $7,500
In-Store

- try the car + get informed about all the innovative characteristics


Other Channels
resale
trade-in
luxury brand
styling
features
appearance
reliability
performance
Fisker Karma & Convertible version
Full transcript