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Gm Toyota Matrix

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Running head: GM AND TOYOTA MATRIX

GM and Toyota Matrix
Senior Project
June 12, 2012

GM has a very diverse brand that appeals to different audiences. They have your luxury levels, to your strong work cars. Gm’s diverse portfolio allows them to enter the homes of millions of families catering to everyone’s needs and desires.
Cadillac
When people think of Cadillac they think of luxury and class. This will appeal to businessmen and entrepreneurs alike.
Buick
Buick is a brand for the older gentleman who has worked hard his whole life and now wants time to relax. Buick has newer models that allow housewives to drive around in style while attending their kid’s soccer practice.
GMC
When people think of GMC they think of big strong SUV’s and Trucks. Just because they are a bigger car, GMC feels that you can still look sexy while driving around in a dependable truck. They appeal to the private sector and government agencies given them the power and discrete look that they desire.
Chevrolet
Chevrolet is known as the all American car. When people think of Chevrolet they think of their dad’s old truck. Chevrolet takes pride in letting their customers know that their cars can take them off-line, off-road and off the grid. Toyota offers a diverse variety of cars. They have a car for the most eccentric taste to the taste that’s within budget. They are well known for having a reliable car that will go the distance. With all of the new Hybrids and electric cars coming out, Toyota is in the forefront and leading the way for car companies to follow.
Lexus
Lexus is known as a luxury car that is in a category all on its own. People who own a Lexus love the luxury, comfort, and quality that it provides. Young executives love this car for its sleek look, and smooth ride.
Toyota
Toyota sets themselves in a class of their own. Toyota offers cars for all price ranges and all walks of life. Young consumers love the eco-friendly status that owning a Toyota has to offer, without having to compromise status and looks.
Scion
A newer cheaper car that is trendy enough for the younger crowd. Scion allows them to customize their own car so they have the fast and sleek look, without the cost. Parents like the fact that their kids have a new reliable car that was well within budget.

GM has a variety of cars that appeal to different demographics. They need to create more cars that are affordable to the regular working consumer. When people think of GM they think of big expensive trucks and tend to shy away from the brand all together. They have a variety of companies that most people aren’t even aware that they are a GM product. They need to go back and consolidate some brands so that when people go to shop for a GM vehicle they have all of their cars under one lot instead of having to deal with separate dealerships.
Toyota does a great job in offering a diverse line up for their cars. They have a car for everyone’s budget. Toyota does not set them apart by separating their cars into classes. They need to create a luxury line separate from their regular cars. When people think of Toyota they don’t think of luxury. They tend to look to other competitors for cars that are luxurious and give them the status that they are looking for. Toyota should create a line of luxury cars that can stand on its own while expanding the loyalty brand that they’ve built.

GM AND TOYOTA MATRIX
Appendix A Cadillac | Mason | | 42-55 yrs old | $75,000-$90,000 | Businessman | Mason is a mid-level executive who is on the rise. Cadillac is for the businessman who still desires a classier yet sophisticated look. | * Luxury Car | * Quality | * Like nothing else |

Buick | Thomas | | 60 yrs and up28-37 | $60,000-$80,000$50,000-$70,000 | RetiredHousewife/Soccer mom | Buick is for the older retired couple. Thomas has worked hard and enjoys driving his car to play golf, or taking his grand kids to get ice cream on a warm sunny day.Young soccer mom who desires to drive a nice elegant car while vanpooling. | * Dependable | * Unexpected Luxury | |

GMC | Robert | | 25-3825-50 | $35,000-$50,000$40,000-$70,000 | Working ClassGovernment Agencies | Robert is a young executive on the rise. He’s a married man with a young wife and young children.GM also appeals to the government sector. Many government agencies such as the FBI, DEA, and private sectors operate GMC vehicles. | * Powerful | * Sleek | * Professional-Grade Engineering |
GM AND TOYOTA MATRIX
Appendix (continued) Chevrolet | Jason | | 28-42 | $30,000-$50,000 | Independent contractors | Jason works for a construction company and his truck allows him the versatility that he needs. His truck is tough enough to drive through the construction sites, and sleek enough for a night out in the town. | * Strong | * Next Generation | * Classic |

GM AND TOYOTA MATRIX
Appendix B

Lexus | Channel | | 25-35 | $35,000-$50,000 | Upper Management | Channel is established in her career. She is working her way through the ranks at her company. A Lexus allows her to show off her individual style, while keeping in line with a corporate image. | * Innovating | * Distinctive | * Style |

Toyota | Johnny Mary | | 27-35 | $27,000-$40,000 | TeachersNurses | Johnny is a young teacher who has to make every dollar stretch. With Toyota he gets to both save the environment, while saving his hard earned money.Mary is a young nurse who loves being able to drive 200 miles on a $5.00 tank of gas. | * Eco Friendly | * Reliable | * Fun |

Scion | Tommy | | 16-23 | $12,000-$24,000 | High School StudentsYoung Adults | Tommy is a high school senior who wants to enjoy his independence while riding around in a sleek, fast car. Being able to customize his car to his likes, he can ride around comfortably while staying within his parent’s budget. | * Customized | * Young | * Fun |

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