Sales to workers are up
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From: USA
Sales to workers are up
Ford steers F-150 back to workers
Redesigned pickups will be marketed to traditional users
Link: http://www.indystar.com/apps/pbcs.dl...#pluckcomments
Redesigned pickups will be marketed to traditional users
While nationwide sales of full-size pickup trucks have plummeted 21.1 percent, independent experts say there is still an opportunity for Ford to make meaningful gains in the market with its new truck.
CNW Marketing Research in Bandon, Ore., which does extensive studies on pickup buyers, breaks the segment into five categories: contractors; farmers and ranchers; towers, or people who pull recreational vehicles or boats; fleet customers; and appearance buyers, those who just like the look and image of a pickup.
Not all of those categories have experienced sales declines, said Art Spinella, president of CNW.
The percentage of pickup sales to contractors, fleet customers and farmers and ranchers actually is up, he said.
And while the percentage of customers buying trucks to tow things has dropped modestly, most of the declines have come from people who are buying the truck strictly for appearances. In 2004, nearly one-fourth of pickup truck buyers, 24.8 percent, fell into this appearance category, CNW data show. Today, they make up less than 6 percent of pickup buyers.
CNW Marketing Research in Bandon, Ore., which does extensive studies on pickup buyers, breaks the segment into five categories: contractors; farmers and ranchers; towers, or people who pull recreational vehicles or boats; fleet customers; and appearance buyers, those who just like the look and image of a pickup.
Not all of those categories have experienced sales declines, said Art Spinella, president of CNW.
The percentage of pickup sales to contractors, fleet customers and farmers and ranchers actually is up, he said.
And while the percentage of customers buying trucks to tow things has dropped modestly, most of the declines have come from people who are buying the truck strictly for appearances. In 2004, nearly one-fourth of pickup truck buyers, 24.8 percent, fell into this appearance category, CNW data show. Today, they make up less than 6 percent of pickup buyers.
