Chrysler's Marketing research
aspiration targets for 2003:
Gender: Primarily Male ( 55% Male / 45% Female)
Age: 25-39
HouseHold Income: $50-$60K
College: 45-50%
Household: Young Singles, Married; pre-familly
Vehicle Usage: 2nd Vehicle, spouse drives SUV or Import
Geo-demos: Major metros, suburbs
Core Buyers:
Gender: 60% Male
Age: 40-55
HHI: $70 - 90K
College: 35-40%
Household: Older Boomers w/grown children
Vehicle Usage: For many, a 3rd vehicle
Geo-demos: Major metros (urban upscale burbs)
Sales: projected (from mid 2002 figures)
2002: 153,000
2003: 190,000
Projected order mix:
17% Turbo
34% Limited
24% Touring
25% Base
This info from pre-release from Chrysler prior to the time the first Turbos were available to order; around June of 2002
2003 Onyx Green PT-GT
Stock (so far...)
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