Targeting Consumer Needs in the Perfect Storm: Changing the Automotive Lifestyle

摘要

The intersection of changing lifestyles and evolving transportation needs finds smart USA well positioned for launch in 2008 during one of the most competitive periods in U.S. automotive history. In a zero sum market with new global entrants competing for single points of share, where quality levels have been redefined and fractions of points separate the best from the challengers, lifestyle awareness, innovation and product positioning become the differentiators. Simply adding features has left some with hefty investments and confused consumers. Bigger is not always better. More is not always desirable.