Why go halfway? (was RE: IML: An old question - reviving the Imperial)

[David Whitney <david.whitney@xxxxxxxxxxxx>]

                      JosephStil@xxxxxxx                                                                                                      
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                      ialclub.com                     Subject:  RE: IML: An old question - reviving the Imperial                              
                                                                                                                                              
                                                                                                                                              
                      03/02/2005 06:22 AM                                                                                                     
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Mornin' all:

Isn't DC the company that builds the Maybach?


Dammit, Joe, you stole my idea!

I had a lengthy conversation today with another Imperialist about this
topic.

I postulated and gave him a hypothetical:  If I were the head of DC
marketing and he were a project director and I gave him the assignment of
finding a place in the company's pantheon for the Imperial, where would he
put it?

First, he said he would not.  I told him that was not an option.  As the
boss, I have given him this assignment.  So he said he would quit and go to
work for VW.

Now my .02 -- The place for the Imperial is as an entry level Maybach in
the $100,000 plus range.  That would accomplish what I believe are the
proper combination of characteristics:

1.  Combine both brands' top of the line models.  I would name it the
Maybach Imperial.

2.  Make the Imperial distinct from the 300, as it should be.  It's the
gentleman's town car vs. the gentleman's sports car.  A gussied up 300 with
a waterfall grille would not fulfill the requirement for luxury that we
expect from anything bearing the Imperial name.  Also, why sully the highly
successful 300 brand by declaring it Chrysler's second best car?

3.  Place the Imperial squarely against the import competition at the top
end of the luxury sedan market for normal people (not super luxury, more on
that further down).  In 1958, the Mercedes Cabriolet was a VERY NICE CAR.
But if you put it next to an Imperial of the same year, there was no
question which was the more luxurious and powerful of the two.  To be
worthy of the name, an Imperial must put an Audi A8 to shame, not to
mention making anything Japanese pale in comparison.

4.  Give the large and fast-growing market segment for $100k+ sedans the
option of buying "American".  There is probably not much of a worldwide
market for this hypothetical car -- abandon the overseas market to the
foreign brands (yes, I know some of them are owned by the other Big 3
companies).  It could be designed with the American market in mind.

5.  Have the Maybach brand challenge the competition at a price point below
$300,000.  Give buyers an entry and encourage brand loyalty when it's time
to move up, taking market share from RR and Bentley and Jaguar.

6.  Avoid cannibalizing market share from Mercedes products in the $40-100k
range.

I realize that price point is out of reach for nearly all list members,
myself included.  That's not the point.  We are discussing whether DC could
or should produce a product that can proudly carry the Imperial brand into
the 21st century.

Retro styling seems to be the order of the day.  How about bringing back
the stainless steel roof?  Two-tone paint?  Wide whitewalls?  Rear wheel
drive -- okay, updated for modern technology, how about all wheel drive as
a compromise?  Dare I say it, the flight sweep deck lid?  DC could really
have some fun with it if they let themselves.  Look at the PT Cruiser.

-- David







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