It’s all to do with price anchoring. The problem for RR was the high cost of taking their cars to all the motor shows and struggling to see a profit from the exercise. The target market for a Rolls is not the type pf person who goes to motor shows. In the same way the target market for an EV is not going to a 4×4 show. The executives at RR changed their display for their cars to private jet shows. For the type of person who might be considering buying a new Gulf stream, buying a Rolls is almost pocket change. When considering a purchase of $60 – $80 million, a new Roller at $1.1 million doesn’t look expensive. It’s an impulse buy, not a big investment. Now showing their cars is also showing increased profitability. You can use price anchoring in your sales letters, in fact it has been shown that the anchoring doesn’t even have to be dollars. It could be that you (truthfully) say the 1254 people have already bought this product, and assuming the price is around 10% of the number it will seem reasonable. Compared to the potential revenue, this is priced in the ridiculous range, https://link.clickervolt.com/psyops. Regards, |
Where the marketing is easy.
