Marketing Project

Re-Launching

Market Share

GM20.1%

Toyota17.9%

Ford15.8%

Chrysler8.5%

Honda9.9%

Other8.3%

Kia2.4%

Subaru2.3%

Mercedes-Benz2.3%

Volkswagen2.2%

BMW2.1%

Hyundai3.8%

Mazda1.9%

Audi0.9%

Volvo0.6%

Suzuki0.4%

Mitsubishi0.4%

Porsche0.2%

Share of U.S Auto Market - November 2009

Competitors

Competitors

General Motors

Toyota

Chrysler

Mercedes Benz

Porsche

Competitors make up 49% of the U.S market share

SWOT analysis

Strengths

•Understand the market

•Gas saving vehicle

•Efficient and sustainable

Weaknesses

•Market share of customers

•Heavy import of materials

Opportunities

•Foreign Collaboration

•Targeting a younger market

•Technology improvement, reduction in

costs

Threats

•Increased government involvement

•Aggressive competition

•Status of economy

Target Market

Segmentation

Demographic Segmentation:

Age: 18-24

Psychographic Segmentation:

Lifestyle: Trend setter, speed lovers

Social Status: Middle

Personality base: Risk taker, attention seeker

Target

Young buyers wanting affordable sporty cars

Environmental conscious - speed with sustainability

Target Market (Continued)

Size of target market

Total U.S population 301,237,703

Targeted group 82,237,892

20-40 yrs27.30%

Other72.70%

U.S population Segmented Age range - 2008

20-40 yrs

Other

10 year Projection

1700 20402448

29383525

42305076

6091

7310

8772

10526

0

2,000

4,000

6,000

8,000

10,000

12,000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Projected Sales

0.20%0.24%0.29%

0.35%0.41%

0.50%0.60%

0.72%

0.86%

1.03%

1.24%

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

Projected Market Share

Projections

Sales increase 20% yearly

A steady growth in market share

In 2020:

10,526 Delorean’s sold per year

1.24% of the U.S market share

Competition market share - 2009

Mercedes-Benz 2.3%

Porsche 0.2%