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Recent Media Reports on Foresight Research

Detroit News – August 6, 2004 "Specialty Vehicles Spark Mainstream Sales"

Ward’s Auto World / WardsAuto.com – August 5, 2004 "SSR’s Halo Effect Spurs Truck Sales"

Automotive News – August 5, 2004 "Study shows a direct line between specialty cars and (mainstream) car sales."

Tech Center News – August 23, 2004 “I believe in the halo effect, and we have quantitative data now.” (Paul Wilbur, ASC President)

Why all the buzz? Foresight has successfully measured the halo effect of specialty vehicles and has identified the impact of the Chevrolet SSR, the Ford F150 Lightning, and the Dodge Viper on high volume truck sales in their respective showrooms. Now we take the next step: Pushing the ROI envelope by quantifying what an image vehicle can do (or is doing) for your showroom and your carlines ...

High Image & Specialty Vehicle Market: The Business Case ©

Your Showroom

High image and specialty vehicles are a small, but highly influential, part of the automotive market. Vehicle manufacturers have used these specialty vehicles to create positive imagery and perceptions, but have had little or no concrete evidence that the image vehicles generate incremental sales of volume vehicles. The purpose of the High Image & Specialty Vehicle Market: A Business Case research program is to measure the impact of image vehicles in the automotive showroom.

The Halo Effect: The Business Case – ROI

• Measure awareness of brand image models among volume vehicle buyers
• Measure the sales impact on “same brand” volume vehicles as a result of image car availability
• Measure the incrementality of “new buyers in the showroom” attributable to image vehicles
• Compare cross shopping of competitive vehicles between those attracted by image vehicles versus those not impacted (pricing implications)
• Measure the effect of multiple image vehicles in the showroom

The Halo Effect: Marketing Implications

• How to use your image vehicle to motivate buyers to visit your showroom
• Measure best practices for the dealer showroom (vehicles on display, vehicle inventory, and other volume vehicles that should be displayed)
• Identify accessory opportunities for volume vehicles created by the image vehicle

Sample Plan and Questionnaire

This research program is designed to measure the effect of high image vehicles on your brand’s automotive showroom. The sample is custom designed and developed with you and your staff. The questionnaire is comprised of three sections which are specifically designed to measure the halo effect incidence, profile buyers not affected by the halo effect, and conduct detailed interviews with buyers attracted by image vehicles.

Client Showroom and Industry Benchmarks

The value of the halo effect information in the showroom is greatly enhanced with the development of benchmarks. It is with these points of reference that the subscriber is able to understand the effectiveness of the image vehicle in terms of industry standards. Industry benchmarks will be developed for comparison.