Ford Chevrolet and Dodge s Drive to Survive in the Light Truck Industry
Introduction It sounds a bit depressing to hear that the primary goal of organizations in the distant future is simply to survive; this is true however, according to Management in the “distant future” (about five years) an organization must be capable of surviving in this world that is full of risks and uncertainties.1 So far the Chevy, Dodge and Ford companies have all proven that they are able to beat the tests of time. The times sure have changed since the first automobile assembly line was started in 1914 by Henry Ford. Technology is increasing everyday, forcing companies such as Chevy, Dodge and Ford to improve, adapt and develop along with the times. ... Chevrolet has lead this race with their Avalanche but the other companies are not far behind at all.3 An article in Forbes magazine examined the market demand for cars, trucks and SUVs with respect to the degree that Detroit’s car assembly plants are running at capacity. ... On the other hand, domestic light trucks have flourished in recent times, Detroit plants are running at 86% capacity producing light trucks and the percentage is growing fast.4 This paper will explore the four P’s of the marketing mix with respect to light trucks (pickup trucks). The three companies’ marketing strategies investigated are Chevrolet, Dodge and Ford. Product Chevrolet has a rather extensive selection of trucks to explore. ... These models include the Avalanche, S-10, Colorado, Silverado and the brand new SSR. The Chevy Avalanche was voted the highest-value truck of 2002 by Motor Trend magazine. ... ” In the “Truck of the Year” article, Avalanche was described as “riding like a sedan on the highway and like a mountain goat when it hit the rocky stuff.” The Avalanche is loaded with lots of special features such as GM’s new Midgate, which is a moveable divider between the cab and the bed of the truck. ... 5 The next model of pickup that Chevrolet produces is the S-10. ... 6 In 2003 the Chevy S-10 is enhanced with a brand new fuel injection system that has improved engine response and emissions.7 However, complaints about the lack of space and the overall compactness of the S-10 have led Chevrolet to discontinue production of this model after this year. Replacing the S-10 is the all new 2004 Chevy Colorado. This sporty light truck is much roomier than the S-10. ... The highlight of this truck is the 3500 Vortec engine which is included in the manufacturer’s suggested retail price for each model.9 The next truck in the Chevrolet lineup and the best selling is the Silverado. ... The “Buyer’s Guide” in Motor Trend described the SS as being “made for the Impala SS enthusiast who’s starting to like pickups.”11 The final truck made by Chevrolet is the all new 2004 Chevy SSR. This particular pickup is not what you would ordinarily picture when you think of a truck, it is “part roadster and part pickup.”12 This truck is built on an adapted version of the Trailblazer frame. ... 13 Daimler-Chrysler Dodge has a smaller selection of trucks to offer the public but it offers several different models of each of the trucks. The three different trucks that Dodge sells are the Ram, the Dakota and the Ram SRT-10. ... The Dodge Ram 1500 is the most popular truck according to Clark, a sales representative for the Frederick Dodge dealership in Youngstown, Ohio. ... This year, Dodge has tried to appease such complaints by offering a Hemi engine as an option on the 1500. ... The Dodge Dakota is offered in numerous model packages: the Base, SXT, Sport, SLT, Sport Plus, SLT Plus and Stampede. ... Another high for this truck is that is was one of most fuel efficient five-speed automatics out there on the market.17 The Dodge SRT-10 is new for 2004, hailed as “the biggest, baddest, boldest, fastest full-size pickup ever,” according to the Dodge website. ... This truck is not known for its hauling or towing ability but rather for its look, speed and torque.18 Ford offers three main lines of trucks on its webpage, the Ranger, the F-150 and the Super Duty. Each truck is obtainable in many different models and in 2003 Ford has issued several special edition models such as the King Ranch Edition and the Harley-Davidson F-Series Super Duty.19 The Ford Ranger can be purchased in a model or with a package suitable to almost any need a consumer might have. ... 20 The F-150 is the most popular line in the Ford collection. ... These trucks are all spacious, rugged and tough; the perfect truck for hauling anything you might want to.