Idea Overview:
Car buying is generally driven on the factors of price, perception and brand loyalty, with consumers shopping around for ‘the best deal.’ Avoid that with a dealership that only specialises in convertibles, and the support systems to maintain hard and soft tops in prime condition. There are numerous vehicles available, with prices starting at less than £1000.
Who might use it/where it might be used?:
Most drivers have a dream about driving with the top down and the wind in their hair, but few ever do so. This is a second, or part-time vehicle.
The Market (B2B, B2C or Both):
Business to Consumers (B2C)
Sector the idea belongs to:
Why you think there is a demand for your idea?:
The UK is the one of the largest markets in the world for convertibles. It is a much more emotion than rational decision, so why not buy from an organisation that ONLY deals in such things, and can therefore offer specialist solutions?
Who would be the ideal customers?:
The first sight of the UK summer will have buyers flooding in. And sales are far more ‘emotional’ and less ‘rational,’ which means higher margins.
What ideas do you have to reach these customers?:
Choosing a high visibility site - perhaps a sectioned off area of an existing site - would attract traffic, along with a media campaign emphasising the fun element - 'topless treats,' for example.
How far have you developed this idea?:
As a convertible owner I understand the emotional appeal, even though the vehicles are usually quite impractical.
What – if any – feedback have you had for this idea so far?:
Positive feedback from other convertible owners
What supporting material – if any - would you like to add to your proposal?:

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