World's Biggest SUV Coming To Market
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The primary target buyer is the aging baby boomer who, according to the memo, "wants to lead an active, mobile lifestyle, but who is now intimidated by air travel and yet still maintains both a summer and winter home."
This same customer, according to the memo, is put off by the downscale packaging of mobile homes, even though such vehicles offer many of the features of the Marsupial. "The key is to go way beyond the bloated look of Winnebagos. It can't look like a house with vinyl siding," says the Detroit executive. "These folks want a really muscular style," he said, "but it also has to blow the doors off of anything else in the marketplace, delivering everything to the mobile customer he can get in his home."
According to the memo there will be 1.2 million such Americans by 2007, and these buyers, unlike the aging boomers, wouldn't otherwise consider a mobile home.
But the even-larger market for the Marsupial is the additional 2.3 million younger households with overweight kids, according to the company's marketing data.
That's key, says the Detroit executive, since the parents of such children are finding it increasingly difficult to accommodate their heavier offspring--and all of their toys and electronic gaming devices--in even today's largest SUV offerings. And those same households, according to the source, are also intimidated by air travel but still have the desire to take family vacations.http://www.forbes.com/2002/04/01/0401vow.htmlIt's Forbes, but it almost reads like a parody, like something from The Onion.
It appears that overweight children are influencing the design of SUVs to make them even larger...