"REFINED Toughness" - PowerPoint PPT Presentation

refined ruggedness l.
Skip this Video
Loading SlideShow in 5 Seconds..
"REFINED Toughness" PowerPoint Presentation
"REFINED Toughness"

play fullscreen
1 / 30
Download
Download Presentation

"REFINED Toughness"

Presentation Transcript

  1. “REFINED RUGGEDNESS”

  2. GOODYEAR WILL INTRODUCE A NEW “BRAND” OF TIRE FOR THE EXPANDING LUXURY SUV / HYBRID MARKET OCTOBER 28, 2001.

  3. THE NEW GOODYEAR FORTERAPROVIDES SUV DRIVERS WITH THE FOLLOWING: • THE RIDE, COMFORT, AND HANDLING OF A CAR TIRE WITH THE RUGGED LOOK OF AN SUV TIRE • LUXURY CAR-LIKE RIDE WITH A RUGGED SUV LOOK

  4. AGENDA • CURRENT/FUTURE SUV MARKET • SUV CUSTOMER DEMOGRAPHICS • FORTERA PRODUCT • MARKET ROLL OUT

  5. LT TRUCK VEHICLE PRODUCTION% GROWTH 1998 -- 2004 LUXURY & HYBRID VEHICLES ARE THE FASTEST GROWING SEGMENT OF LT MARKET

  6. REPLACEMENT TIRE MARKET% GROWTH 1998 -- 2004 TOTAL CONSUMER TIRES 15.9 BROAD MARKET (.03) PERFORMANCE 14.6 LT 33.4 P-METRIC 207.0 LT and P-Metric are the fastest growing segments of the Replacement Tire Market

  7. BIG THREE CAR/LIGHT TRUCK MODEL COUNT Model Count 1994 1999 2004 3 New LT models for every 2 new car models in 2004

  8. JD Power Market Segmentation Established Segments: Traditional-Mini - Chevy Tracker, Kia Sportage - stable growth Compact SUV - Chevy Blazer, Ford Explorer - stable growth Intermediate SUV - Chevy Tahoe, Ford Expedition - strong Full Size SUV - Chevy Suburban, Toyota Land Cruiser - stable Emerging Subsegments: Luxury SUV - Cadillac, Lincoln, BMW, Mercedes-Benz, Porsche Hybrid (Crossover) - Honda, Subaru, Volvo,Toyota, Audi

  9. Emerging SUV Sub-Segment Projections Premium Crossover Luxury SUV’s Source: DRI/Ward’s, 1999 actuals-Automotive News

  10. Luxury SUV Market Segment Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01

  11. Premium Hybrid (Crossover) Market Segment Source: DRI.WEFA/Ward’s North American Light Vehicle Forecast Report 9/’01

  12. VEHICLE CLASSIFICATION MAZE SPORTS UTILITY VEHICLE (SUV) MINI VAN PASSENGER CAR VAN TRUCK LUXURY ACTIVITY VEHICLE (LAV) SPORTS ACTIVITY VEHICLE (SAV) CROSSOVER (Hybrid) SPORTS VAN RECREATIONAL ACTIVITY VEHICLE (RAV) SPORTS WAGON )

  13. CROSSOVER VEHICLESCAR BASED PRODUCTION BMW X5 2001 PONTIAC AZTEC MERCEDES ML320 LEXUS RX300 SUBARU FORESTER 2001 HYUNDAI SANTA FE TOYOTA RAV4

  14. CROSSOVER VEHICLESTRUCK BASED - PRODUCTION 2001 FORD ESCAPE 2001 EXPLORER SPORT TRAC 2001 TOYOTA SEQUOIA 2000 FORD 4 DOOR F150

  15. MRI STORYFINDER RESULTS SUV DRIVERS ARE: • Outdoor enthusiasts • Participate in skiing, boating, rollerblading, golf, biking, hiking, camping, canoeing, etc. • Own various types of recreational equipment • Sports enthusiasts • Attend / view / listen to all types of sporting events • Exercise frequently and are in good health • Affluent and well-educated • Own/use the latest technology for business and interpersonal communications • Invest in real estate, bonds, and mutual funds • Urban Bi-coastal • Premium-mini and luxury SUV owners concentrate in large metros (A counties) of the Northeast and Pacific Nielsen marketing regions

  16. SUV TARGET ANALYSIS • Demographic profile of SUV user is virtually the same, regardless of vehicle size • Married • Adults 25-54 (48%/52% male/female split) • College educated • Professional/Managerial • Affluent (HHI $40k+) • Only slight deviations betweencompact and full size SUV owners • Compact owners skew younger while full size skew older • Slightly more professional/managerial compact owners • Occupations of full size owners are more evenly distributed among all types of professions

  17. SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Gender: Male 48.0 107 56 98 Female 52.0 94 220 110 Age: 18-24 12.9 98 95 19 25-34 19.6 126 112 68 35-44 22.2 119 95 106 45-54 17.4 125 121 152 55-64 11.4 80 57 95 Source: 2000 MRI Doublebase

  18. SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX HH Income $100K+ 10.1 199 210 175 75-100K 20.7 188 192 173 60-75K 32.4 171 177 52 50-60K 40.0 155 163 148 40-50K 52.5 149 150 136 20-40K 26.1 69 81 15 0-20K 21.9 35 62 6 Source: 2000 MRI Doublebase

  19. SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Education: Grad College+ 22.5 139 151 194 Grad College 15.1 144 157 270 Attend Coll 26.7 112 96 66 Grad HS 34.1 94 36 23 Source: 2000 MRI Doublebase

  20. SUV DRIVERS TARGET ANALYSIS % US TOT SUV PREM MINI LUX SUV DEMOS POP INDEX INDEX INDEX Marital Status: Single 23.7 81 164 67 Married 57.2 122 85 111 Race: White 83.7 107 104 95 Black 11.9 55 136 145 Hispanic 9.6 70 139 95 Asian/Other 4.8 84 256 244 Source: 2000 MRI Doublebase

  21. WHAT DOES SUV CUSTOMER WANT? Affluent/well educated  Premium product Outdoor/sports enthusiasts  Active / recreational lifestyle Knowledgeable/perceptive  Recognize difference in products SUV customer wants the “best of the best” -- appreciates the image and styling, but demands performance

  22. LUXURY/HYBRID SEGMENTS HYBRID Smooth Visual Appeal Quiet Aggressive Shoulder INTEGRITY Quiet Ride Long-lasting All-season Value Priced Safe WRANGLER Aggressive Shoulder Strong Rugged Treadface Durable EAGLE Sporty Appearance Low Aspect Handling

  23. THE NEW “FORTERA” BRAND • Hybrid of current brands (Wrangler, Eagle, Integrity) • Targeted at the Luxury SUV and the emerging crossover segment • Visually appealing • Quiet, smooth ride • Aggressive shoulder styling REFINED RUGGEDNESS

  24. Introducing … FORTERA HL(Highway Luxury Edition)

  25. FORTERA • Smooth, quiet ride of passenger car tire • Aggressive appearance of an SUV tire • Hybrid Aquatred 3 tread compound • All-season traction and treadwear • 60,000 mile treadwear warranty

  26. INITIAL FORTERA SIZE LINE-UP % Current P-Metric Market P215/75R15 4.1 P225/75R15 7.5 P235/70R15 2.3 P235/75R15 45.1 P265/70R15 .8 P265/75R15 1.8 P235/70R16 3.4 P245/70R16 1.7 P245/75R16 4.1 255/65R16 .2 P255/70R16 6.6 P265/70R16 2.1 P265/75R16 2.8 P275/70R16 .7 P255/75R17 .1 P265/70R17 2.2 Total Market Coverage 85.5% Source: 2000 RMA

  27. Fortera Size Line-Up P215/75R15 Jeep Cherokee, Jeep Wrangler, Honda Passport, Isuzu Rodeo, Nissan Pathfinder P225/75R15 Jeep Cherokee Wrangler, Honda Passport, Isuzu Rodeo, Mitsubishi Montero P235/70R15 Blazer, Jimmy, Envoy, Bravada, Nissan Xterra, Nissan Pathfinder P235/75R15 Ford Explorer, Blazer, Jimmy, Durango, Isuzu Rodeo (etc.) P265/75R15 Mazda B4000, Toyota Tacoma P235/70R16 Ford F-150, ‘02 Ford Explorer P245/70R16 Jeep Grand Cherokee, Infiniti QX4, Acura SLX, Honda Passport, Nissan Pathfinder, Isuzu: Rodeo, Vehicross, Trooper P245/75R16 Suburban, Tahoe, Yukon, Lincoln Navigator P255/70R16 Ford Explorer, Ford F-150 P265/70R16 Cadillac Escalade, Yukon Denali, Toyota 4-Runner, Toyota Sequoia 255/65R16 Mercedes ML320, LR Discovery II, Infiniti QX4, Nissan Pathfinder, Nissan Frontier P265/75R16 Chevy Tahoe, GMC Yukon P275/70R16 Lexus LX470, Toyota Land Cruiser P265/70R17 Ford Exp, ‘01 Denali, ‘01 Escalade, ‘01Suburban P255/75R17 Lincoln Navigator 4X4 P265/70R15 Nissan Pathfinder, Nissan SE Xterra, Mitsubishi Montero

  28. FUTURE LIGHT TRUCKPRODUCT POSITIONING ON ON/OFFCROSSOVERHIGHWAYHIGHWAYOFF ROAD PREMIUM MID ENTRY FORTERA Wrangler Wrangler Wrangler Wrangler Wrangler Wrangler Conquest Conquest Conquest

  29. FORTERA Market Roll-out • Production start - August 2001 • Web-based media launch - October 16 • National retailer announcement - October 28 • Initial order solicitation - October 28 • Product available for shipment - November (first 10 sizes) • Retail promotion begins Nov, Dec, Jan • Public relations campaign -- Nov • Point-of-sale merchandising -- Dec • Store display, pocket guide, product brochure • Website product review -- Dec • Retail advertising -- Jan • Consumer direct mail campaign and RAMP promotion - Feb ‘02