SEMA 2010 – Day 4: Musings

Yesterday, I tried to get some industry experts to help me understand where consumer wheel preferences were heading.  I got a lot of different predictions but in truth, there was no consensus.  Some things are clear, others not so much.  So I decided to take another tact and try to ascertain where things are going by simple observation.  Mind you, this is not a scientific study.  In fact, I am sure there are many who will disagree with my methods.  But bear with me a bit – I think that logic is on my side.  Let me explain my thinking and then let’s review the results.

To Clad or Not To Clad? That is the question!

I should probably start this post by stating I have never been fond of the term “cladding” when describing Chromtec® wheels.   In my opinion it’s a little like calling a moonroof a hole in the ceiling – yes, technically it’s a valid description, but it paints a rather poor picture of what you are talking about.  We can thank some (not so) astute product attorneys for coming up with this generic term⁽¹⁾ (don’t worry, I’ll post more on this point in the future).  But before we delve into today’s question, let’s take a look at what we’ve learned thus far.  We learned that wheels are more important to the sale of some vehicles than others, and we learned that a lot of people like bright chrome wheels (we also learned not to include many Audi Enthusiasts, and the random designer in that last group).  So if you have already decided that your vehicle program is going to have chrome wheels, or your customers are demanding them, the next logical step in the process is to ask what chrome wheel technology should you use?   

It’s Bigger Than You Think!

Now that I have your attention it’s probably a good time to assure everyone this blog will always be SFW (Safe for Work). Sorry to disappoint you, we will not be hosting a discussion related to the enhancement website mentioned in last week’s post. Instead, I would like to address a huge issue that comes up as we help our customers plan vehicle wheel lineups; Chrome Wheels. One thing for sure, you either LOVE them or HATE them. Does anybody even know what it is about chrome that makes people choose sides like this?  Can’t we all just get along?  The argument might even be worse than Coke versus Pepsi (or Michigan versus Michigan State for my local readers).  But regardless of our personal tastes (full disclosure – I do not own a vehicle with chrome wheels), the marketplace ultimately will find a way to decide.  So, before you hit the “more” button, lets test your expertise with this quick poll: 

 

Are Wheels really THAT important to the sale of a vehicle?

In survey after survey a vehicle’s appearance is a key part of  the purchase decision process.  Therefore, common sense dictates since wheels are approximately 20% of the side view of a car, they must be pretty important.  Last week we published research results that indicated 98% of Audi Enthusiasts felt wheels were at least somewhat important in the buying decision.  But if wheels are so important, why do dealers line their inventory up side-by-side so you can’t see them?  And why does it seem like almost half the vehicles on the road today have steel wheels with wheel covers, the lowest of the low⁽¹⁾?  There just doesn’t seem to be a clear answer, but I’ll let you in on a little secret, the correct answer to the question “Are Wheels really THAT important to the sale of a vehicle?” is ………..