Automobile Industry- Challenges

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Everyone loves cars. Even babies! Ask those parents whose little ones won’t calm down in the middle of night, unless taken for a ride (literally) in a car! This vehicle is not only synonymous with transportation, speed and fuel efficiency but also style, comfort status symbol, passion, and even obsession. Thus people buy cars for different reasons and automobile industry caters to different demands. This is pretty much evident in different commercials. For example, a car company may have 4 different commercials. One catering to a family man with 2kids and a dog, another focusing on young lovers, who are watching the sunset, holding hands, and standing by their car, another could focus on teenagers with their zest for life and flashy cars. Or a dashing young corporate executive, for whose image is very sacred and yet another could be for a rugged, no nonsense rustic fellow, who works on his farm all day long. The car companies like wise differentiate to cater to all kinds of demands. I in particular remember the commercial for Nissan, where a couple is going to have a baby and the car is an integral part of the changes to be brought around. Nissan proudly proclaims innovation as it forte and challenges to transform a sports car to a family car. So the car companies differentiate in innumerable ways to suit every lifestyle. Ford for example has many segments to fulfill everyone’s demands. It was ranked number one in many segments in 2011. These include affordable mid-size cars (2012 Ford Fusion), affordable large cars (2012 Ford Taurus), affordable sports cars (2012 Ford Mustang), affordable convertibles (2012 Ford Mustang), and hybrid cars (2012 Ford Fusion Hybrid). It is not successfully venturing into electric/ hybrid models which are fuel efficient and ecofriendly. To make it easy for the consumers it offers online tutorials about which car

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