selling 'em redux

[Pottree@domain.elided]

In a message dated 10/21/2002 8:21:25 PM Pacific Daylight Time, 
owner-alfa-digest@domain.elided writes:


>  give me one compelling reason to spend billions
> of dollars to enter an already over-saturated market with little potential 
> return.  Keep in mind that
> the executives that make these decisions are only interested in the next 5 
> or 10 years---until they 
> retire.  

I have to say I agree with just about everything Stacy has to say about 
success with car brands in the USA.  The results have to do with marketing 
and psychology; harping over and over on technical qualities, performance, 
etc. is really besides the point when it comes to selling them through.  No 
one will buy a car they believe will be a maintenance problem, whether or not 
that belief is true; they act on their beliefs, not empirical reality.  No 
one will be a wonderful car if they think it is for a group they want to be 
disassociated from, such as uncool old grandpas, no matter how wonderful.  In 
a way, this aspect is style and fashion.

I do disagree with the thought about the green-lighters; they are not 
concerned with long periods such as 5 or 10 years; I submit most execs are 
more interested in the next 2 quarters, tops, because their SPIFFS, their 
stock option valuation, their promotions are riding on things in the very 
short term.  In the long term, we'll al be dead, and in the longish term, you 
will move to another job like Walter da Silva or be reassigned or laid off or 
downsized before what you're been working on comes home to roost, in all 
likelihood.

Charlie
LA, CA, USA
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