I gave you my segment trios in order to depict the position of each brand in relation to their most direct competitors in the US. Now we are going to create a sort of pH Scale in which acidity is replaced by sportiness and alkalinity will equate to general comfort. This sounded way deeper in my head... Well, regardless of how shallow the contents I’m always going to dive in head-first!
*That last statement explains a lot, Wobbles...
Exotic Segment Overall Brand Performance pH
[Pagani, Koenigsegg, Bugatti, Lamborghini, McLaren, Ferrari, Aston Martin, Bentley, Rolls Royce, Lotus, Porsche, Maserati, Tesla]
Lotus (1), Lamborghini (2), Pagani (3), McLaren (4), Ferrari (5)
Porsche (6), Koenigsegg (7), Aston Martin (8), Bentley (9)
Maserati (10), Bugatti (11), Tesla (12), ... (13), Rolls Royce (14)
Luxury Segment Overall Brand Performance pH
[BMW, Audi, Mercedes, Alfa Romeo, Cadillac, Jaguar, Land Rover, Infiniti, Genesis, Lexus, Acura, Volvo, Lincoln]
Alfa Romeo (1), Cadillac (3), BMW (3), Jaguar (4), ... (5)
Infiniti (6), Audi (7), Mercedes (8), Land Rover (9)
Genesis (10), Lexus (11), Acura (12), Volvo (13), Lincoln (14)
Premium Segment Overall Brand Performance pH
[Fiat, MINI, smart, Chrysler, Jeep, Ram, GMC, Buick]
... (1), ... (2), ... (3), Fiat (4), MINI (5)
Jeep (6), Ram (7), Chrysler (8), ... (9)
GMC (10), smart (11), ... (12), Buick (13), ... (14)
Commodity Segment Relative Performance pH
[Chevrolet, Ford, Dodge, Mazda, Mitsubishi, Subaru, Honda, Nissan, Toyota, Kia, Volkswagen, Hyundai]
Chevrolet (1), Ford (2), Dodge (3), Mazda (4), Honda (5)
Nissan (6), Mitsubishi (7), ... (8), Kia (9)
Subaru (10), Volkswagen (11), ... (12), Hyundai (13), Toyota (14)
So it turns out there are some blank spaces in every segment for the US Market where another outside brand could fit in or push out other brands. Until then though, brands that have an empty space end up with room to flourish and stretch out without worry, namely:
- Tesla/Rolls Royce.
- TONS of space for sporty premium vehicles (maybe why Saab and Pontiac feel like they still would fit in).
- Buick is an island which I think a French brand could aim for.
- Both Kia and Hyundai have room to move the brands sportier (which I think they are actually doing right now).