Families Continue To Buy Larger Cars
Some 40% of parents today buy new cars specifically because of the birth of a child, according to a recent survey conducted by Madison Direct Marketing, a Greenwich, CT-based authority on life stage marketing.
After children are born, parents realize they need more out of what they drive -- more space, more safety and more child friendly-features. These needs are helping to fuel SUVs, minivans, station and sport wagons’ growing popularity among American families. Among young parents polled, interest in these types of automobiles appears to double with the presence of children.
Michelle Boccuzzi, author of Madison’s recent Auto Insight Report, said, “Households with children have acute needs, and parents are taking advantage of vehicles that provide added flexibility, comfort and convenience.”
Parents also appear to be focused on saving money. The Madison survey found 65% of respondents ranked price as the key factor in their purchase decision. Although safety ranked high on the priority list (43%), it fell behind economic considerations such as mile per gallon, (48%) and reliability (44%).
“The birth of a child is a transformative moment that provides a significant opportunity for auto marketers,” said Boccuzzi. “
Product Innovations Driving Auto Entertainment & Navigation Market
The introduction of new products at steadily declining prices is propelling rapid growth in the North American mobile infotainment market, according to Frost & Sullivan’s “Automotive Entertainment and Navigation Systems” report. The report reveals that current original equipment and aftermarket sales generated revenues of $1.2 billion in 2002, and that sales are expected to reach $4.7 billion in 2008.
“New products such as DVD-based rear-seat entertainment systems, voice- based navigation systems, satellite radio, and MP3 audio systems are redefining the in-vehicle entertainment experience,” said Frost & Sullivan Research Analyst Veerender Kaul.
To reach the increasingly important customer segments of “soccer moms” and older males, manufacturers are strengthening their consumer electronics and mass merchandising channels.
Yamaha utilized the Milos Quick Truss System for its unique double-decker exhibit at the recent Helsinki Motorcycle Show. The booth covered space of 28x19m and was completely made of M290 truss range. The Milos Quick Truss System is available in the U.S. from Milos America, Inc., 10409 Dow-Gil Road, Ashland, VA 23005-7639; (Tel) 800-411-0065 or 804-752-3190; (Fax) 800-411-0165 or 804-752-3195; (Web) www.milosamerica.com.
Miller Runs Joint Promo With Harley-Davidson
Miller Brewing is commemorating the 100th Anniversary of its Milwaukee neighbor, Harley-Davidson. The Harley-Davidson 100th Anniversary celebration will take place with a party in Milwaukee this August. Throughout the summer special commemorative Miller Lite and Miller Genuine Draft cans will feature prominent Harley-Davidson motorcycles.
Donna Lorr, Brand Promotions Manager, Miller said, “What could be better than two classic American companies bringing consumers the ultimate summer experience.” Miller will give away 100 Harley-Davidson motorcycles and will also award trips to the “Party of the Century,” the Milwaukee event that will be the world’s largest Harley-Davidson Bash.
The promotion is supported with a wide array of p.o.p. materials. St. Louis-based Zipatoni developed the promotion for Miller.
Monroe Launches Ride Safe Tour
Tenneco Automotive’s Monroe Ride Safe Tour demonstrates vehicle safety systems.
The tour’s Vehicle Knowledge Center kiosks provide guests with a custom assessment of their vehicle’s maintenance schedule. The tour also features do-it-yourself clinics, a rollover simulator that educates consumers on the advantages of wearing seat belts, and a driving simulator that demonstrates the handling difference between worn and new Monroe products.
“The Tour is a fun way for consumers to learn about automotive systems that protect their safety,” said Richard Alameddine, V.P., Marketing, at Tenneco Automotive.
STERLING PROMOTIONAL CORP.
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