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02-08-2008, 09:29 AM
Ford Edge nearly matches combined sales of Enclave, Acadia, Outlook
Feb. 07, 2008
Source: Leftlane news
GM's four Lambda-platform crossovers ââ¬â the Enclave, Acadia, Outlook, and Traverse ââ¬â offer consumers more selection in terms of styling and features, but does offering so many models translate to more sales? That's the question raised by news today that Ford's Edge crossover has nearly matched the total sales for GM's three Lambda offerings in 2007.
Ford sold 130,400 Edge crossovers, compared to 137,000 for the GMC Acadia, Saturn Outlook and Buick Enclave combined, reports AdvertisingAge. (The report didn't say how many Lincoln MKX crossovers ford sold in the same time period.)
One would expect the multitude of GM models would lead to a more significant lead over Ford, but the automaker might simply not have the marketing resources to make each of the three ââ¬â soon to be four ââ¬â Lambda crossovers a hit. The Saturn Outlook, received about half the advertising budget of the Enclave or Acadia. It should come as no surprise, then, that Outlook sales have fallen somewhat short of expectations.
"GM, with three different models, is diluting their marketing dollar," said Kevin Tynan of Argus Research. With one model Ford is able fund a more comprehensive campaign, he said.
It's not known how GM will distribute its ad dollars once the new Chevrolet Traverse enters production. The hope is that the low-priced Traverse will provide added volume, but we can't help but wonder if one of the other models will suffer as a consequence.
Feb. 07, 2008
Source: Leftlane news
GM's four Lambda-platform crossovers ââ¬â the Enclave, Acadia, Outlook, and Traverse ââ¬â offer consumers more selection in terms of styling and features, but does offering so many models translate to more sales? That's the question raised by news today that Ford's Edge crossover has nearly matched the total sales for GM's three Lambda offerings in 2007.
Ford sold 130,400 Edge crossovers, compared to 137,000 for the GMC Acadia, Saturn Outlook and Buick Enclave combined, reports AdvertisingAge. (The report didn't say how many Lincoln MKX crossovers ford sold in the same time period.)
One would expect the multitude of GM models would lead to a more significant lead over Ford, but the automaker might simply not have the marketing resources to make each of the three ââ¬â soon to be four ââ¬â Lambda crossovers a hit. The Saturn Outlook, received about half the advertising budget of the Enclave or Acadia. It should come as no surprise, then, that Outlook sales have fallen somewhat short of expectations.
"GM, with three different models, is diluting their marketing dollar," said Kevin Tynan of Argus Research. With one model Ford is able fund a more comprehensive campaign, he said.
It's not known how GM will distribute its ad dollars once the new Chevrolet Traverse enters production. The hope is that the low-priced Traverse will provide added volume, but we can't help but wonder if one of the other models will suffer as a consequence.
I was the only member on this board with a Yellow Focus Sedan, and a 2002+ Euro Facelift on a sedan.