Sequoia Automotive: Difference between revisions
Jump to navigation
Jump to search
→Business Tactics
miraheze:conworlds>Erik No edit summary |
miraheze:conworlds>Erik |
||
| Line 125: | Line 125: | ||
==Business Tactics== | ==Business Tactics== | ||
Since its | Since its founding in 1966, Ron Wilkinson had expressed an intent to slowly decrease the number of individual cars produced in order to drive up the artificial scarcity and to appeal to customers as more exclusive. The Era, despite being the first model produced, remains the most produced model of the company, as a result. In lieu of this, Ron would do “tomahawk selling”, aggressive marketing toward a specific circle of influential individuals. In order to establish brand recognition, Ron would personally advertise the Era to what he referred to as a small group of new money businessmen and women, as well as executives, famous artists, and wealthy bohemian individuals. By doing this, he was able to spread so much interest around the Era that the planned 84 units sold out within four months, despite a unit cost of nearly 75,000 dollars ($400,000 in 2021). | ||
In the belief that he had saturated the market enough, Sequoia did not announce any new cars until 1982, eight years after the launch of the Era. The Hyannis launched with considerably more press coverage. Despite this, he continued to personally advertise and increase interest in Sequoias cars. In 2004 he later admitted that this was an effort to control which individuals were to be available to know and garner interest about the brand, citing attempting to push for a more exclusive brand association. This tactic proved successful, leading to word-of-mouth brand awareness. Despite later individual requests offering up to five times the sales price, Ron personally declined all requests to increase production beyond the 44 planned ''Hyannis'' cars. | In the belief that he had saturated the market enough, Sequoia did not announce any new cars until 1982, eight years after the launch of the Era. The Hyannis launched with considerably more press coverage. Despite this, he continued to personally advertise and increase interest in Sequoias cars. In 2004 he later admitted that this was an effort to control which individuals were to be available to know and garner interest about the brand, citing attempting to push for a more exclusive brand association. This tactic proved successful, leading to word-of-mouth brand awareness. Despite later individual requests offering up to five times the sales price, Ron personally declined all requests to increase production beyond the 44 planned ''Hyannis'' cars. | ||