Lit Motors: C-1

Group #1

Executive Summary

Today’s consumers seek quicker ways of travel at more affordable prices allowing them to reduce up to 50% off their commute time and giving them more time to spend with their families. The C1 motorcycle was designed for efficient high-speed travel, enabling you to slip through traffic easily. Once you arrive at your destination, you can park in the smallest spaces–even motorcycle-specific parking.Team 1 was selected to research, analyze, and re-position through a unique media plan and creative campaign. This campaign make every effort to not only promote the brand image of the C1 motorcycle, but it also aims to make new potential consumers aware of the brand and what is offered.
Campaign Objectives

Daniel Kim, an engineer, had the idea to design and manufacture an efficient electric 2-wheeled vehicle, and founded Lit Motors in 2003. By 2012, Lit Motors had designed and engineered prototypes, and also conducted initial customer tests on less than the original investment of $750,000. Lit Motors had polished the plans and had the development worked out along with anoperational prototype, and a list of components essential to build the ‘C-1’. The company had completed their customer tests and consumers reaction to pricing levels to get a better idea about the market place for the idea of this project. Management fixed their goals on raising additional cash of $15M to be closer to the costs of manufacturing the prototypes, but the problem still lingered; had they sufficiently demonstrated out both the manufacturing achievability and market demand? How would they attack the hurdles of partnership structure and supply chain management and go-to-market strategy?

Lit Motors needs to cultivate a campaign that will set it apart from competitors and leave the target with a positive image of the brand. Through this campaign, Lit Motors strives to tap into unexplored markets, and generate more awareness of the brand and its products. The goals of the current campaign are to address image issues,and to expand awareness to a new target audience.

Target Audience

The target audience for this campaign consists of everyone who would like the benefits of a motorcyclist that can split lanes, and ease of parking, but have the comforts of a car. More specifically, they are baby boomers ages 49-67 and Millennials, ages 18-24, living in West Coast but can grow to be across the United States. However, advertising on the West Coast will be the main focusbecause those states are where the climate is the best and the initial rollout, new owners of the C-1 will be required to own a motorcycle license. West Coast consumers were selected as the target because this is where the biggest population of current licensed motorcycle riders reside so it is important to make the C1 project experience appealing to them. If the trend catches on among West Coast riders, it may spread to mainstream society and become more popular among consumers.

Timing of Campaign

The timing of the campaign will begin at the beginning of spring, or March 1, 2014. With warmer weather comes the enjoyment of bike riders ‘breaking’ out their bikes and start riding. However, when it becomes too hot it gets unbearable to ride in the heat, so this would be the best time to roll out the comforts of the C-1 because you can have the enjoyments of a car with air conditioning and music, while maintaining the accustoms of splitting lanes and parking in more confined areas.The campaign will launch in the spring and will continue throughout the year. It is important that Lit Motors take advantage of seasonal outlets that are available during the warmer weather.

Communication Vehicles

The overall media mix of this campaign will include the use of traditional vehicles as well as WOMM (Word of Mouth Marketing) marketing tactics. Specific vehicles will include traditional advertising through print advertisements in newspapers and magazines. Additional advertising will be created in public conventions and outdoor billboards.

Evaluation

Lit Motors will carry out an evaluative research of its marketing campaign prior to its execution and then again while it is running. The evaluation’s foremost objectives will be to consider the reach and impact of media relations and publicity programs. By evaluating the campaign, Lit Motors will be able to intensify the campaign efficiency and confirm that future campaigns take the precise direction and use the proper approach.

Environmental Trends
Economic
Economic trends of the recent past and the rising price of petroleum have placed a demand on alternatively powered vehicles with a lower total cost of ownership. The answer to this is the Electric Vehicle. The electric Vehicle industry is expected to grow at a CAGR (Compounded Annual Growth Rate) by 18% from 2012 to 2018 (Ak, 2013). This can be in part associated with the US Government offering up to a $7500 tax credit when you purchase an all-electric vehicle (Federal Tax Credit, 2013). This trend of incentives from the Government Public will help many of the targeted segments to afford the C-1. The General Public has also trended towards more economical forms of transportation in the recent economic unbalance our country faces. This suggests a shift from petroleum-powered forms of transportation to lower cost, renewable energy in the future.

Customers
The current high cost of electric vehicles, compared to the savings one would reap, is what is slowing down the market share of the electric vehicle (EV). In a targeted research study by J.D. Power and Associates, 45 percent of consumers said that they would buy an EV due to the economic benefits. Current EV owners reported an average increase of $18 to their utility bill while they would have spent $147 for gasoline in the same period (Tews& Perryman, 2012). At a MSRP of $24,000, Lit Motors aims to capture the market share of consumers who wish to own an EV but cannot afford the high premium placed on EV’s at the time of purchase (Lit Motors, 2013).
Market Segment
The All Electric Vehicle carries a premium of approximately $10,000 when compared to similar gasoline type vehicles. With this premium it would take the average consumer 6.5 years in the gasoline savings to recoup the cost of the added premium (Tews& Perryman, 2012). This presents the low cost electric vehicle market segment to Lit Motors. Another potential market segment is the new generation known as the ‘millennials’. This group of consumers is distinguished by their birthdates between the years of 1982 and 2003. While just only a little more than half of these consumers are of legal age to drive, they represent a current and future potential market segment. Millennials are the greatest source of consumers that Lit Motors will be targeted based on their views of the environment. This group of consumers is the most environmentally conscious generation in the nation’s history. About 2/3 of all millennials believe that global warming is a real issue while 43% of them believe that is caused by human activity (Winograd&Hais, 2013).
Baby boomers present a large potential consumer base. With this segment growing older we can market the C-1 as an alternative to those that may not be able to ride a congenital motorcycle due to health issues. We can also market the C-1 as a safer alternative with its self-stabilizing systems and encapsulated body that will protect the operator in the event of a crash.
Competitive Analysis
There are two key direct competitors for Lit Motors, and the release of C-1 model. The first direct competitor is other electric hybrid automobiles being produced by other car companies. The other direct competitor for Lit Motors is the motorcycle industry. Below is a chart that lists examples from these industries which provides the model name, fuel mileage, and price of these three vehicles. Company/Product | Fuel Millage | Price | Toyota/ Prius “Plug In” | 49 MPGe city 51 MPGe Highway (Toyota, n.d) | $32,000 (Toyota, n.d) | Smart Car | 122MPGe city 93MPGe Highway | $12,490 | Harley Davison | 51 MPG city/highway(H. Davison Company 2001-2013) | $9,000-$12,000(HDUC 2001-2013) | The advantage of the automobiles such as the ones listed above is that there are many possible options to choose from. From size, color, models, and brands, the consumer has a list of options to choose from that allows them to pick the best vehicle that suits them. Secondly, Toyota is a well-known brand in the automobile market, and when you have that brand logo on the Prius Plug-In, it could gain consumer credibility and ultimately lead to purchases.
The other direct competitor for Lit Motors is the motorcycle industry.Motorcycles allow consumers the edge to ride by their own standards. More agile handling with speed, a consumer can split lanes and cut their commute time down. Splitting lanes is the best way to beat traffic. Splitting lanes is similar to driving with all green lights ahead of you, cutting the average commute time by 50% (Lit Motors, 2013)In 2012, there was more than 450,000 motorcycle sales in the United States (Wagner, n.d.). Harley Davidson had the highest market share of U.S. motorcycle manufacturing in 2012 (Wagner, n.d.). Similar to Toyota, Harley Davidson is a well-established brand that is recognizable. Having the consumer credibility for companies such as Harley Davidson and the top two world leading motorcycle manufacturers, Honda and Suzuki, leads to brand loyalty which increases sales.
While the price is relatively high compared to most of its competitors (except for the Prius ‘Plug-In’, the C-1 has a variety of advantages when compared to your average motorcycle. The C-1 offers a fully enclosed body, which protects you from all of nature’s elements. This allows you the ability to drive this two-wheeled ‘vehicle’ any time, and in any weather condition, unlike a motorcycle. Inside the driver is provided with the creature comforts of climate control and a premium sound system. For safety, the C-1 has seatbelts, multiple airbags, and a gyro stability system. This makes the C-1 have the traditional safety features of a four-wheeled automobile, but on two wheels while still maintaining the motorcycle “feel” for a driver (Lit Motors, n.d.). All of this without a single drop of fossil fuel, unlike the motorcycle. What separates the C-1 from its automobile competitors is its size. Since the C-1 is a two-wheeled vehicle, you have the mobility and size to handle very similarly to a motorcycle. In a city setting, this puts the C-1 at a far more superior level than the Prius ‘Plug-In’, the Smart Car Electric-Plus, or any other electric hybrid vehicle. The ability to maneuver through traffic during your regularly commute, or find a parking spot will be in favor of the C-1 to traditional electric hybrid automobiles.
Customer Analysis

Today the average American’s commute is 46 minutes round trip. 85%of Americans report they drive individually in their car to work, with 6% riding with someone, 4% mass transportation, and 3% walk to work. A poll was taken to see if there is stress in the commute. 22% agreed, while 53% said not stressful at all. The 22% that responded to it being stressful had a longer commute, which could be a contributing factor to the added stress (Carroll, 2007). Stress can come from many different factors; these factors may include construction, traffic, tailgaters, and rush hour. Traffic is likely one of the dominant contributors. With workers that commute further distances, leaving much earlier to beat the morning rush can also lead to lack of sleep, ergo more stress. All of this can take its toll on drivers lowering the safety and overall happiness of everyone. Ó

Customer needs

At Lit Motors we never stop moving, even in traffic. This new two wheeled vehicle is safer than a motorcycle will ever be. Splitting lanes is the best way to beat traffic. Splitting lanes is similar to driving with all green lights ahead of you, cutting the average commute time by 50% (Lit Motors, 2013). Along with it being safe, no gas is needed. No more waiting for your turn at the gas pump. Time to leave your home comfortably knowing you will never hit traffic and save on money on gas.

Executive sales

The C-1 is currently still in development, but is accepting pre orders. When the new C-1 is released it can be ship to any country. The C-1 is released it “will have a dealership and service network across North America and the world – details will be released as we near production” (Lit Motors, 2013).

Problem and Opportunity Summary
In 2012, the United States saw a 2.6 percent increase in motorcycle sales. California led the nation in motorcycle registrations in 2011 with approximately 802,000 registrations. That number was an increase from the 740,000 registrations in 2010 (Wagner, n.d.). On Statistica, it shows that from 2001-2008, the industry saw steady revenue increase of just over $7 billion. In 2009, there was low year-end revenue of $4.1 billion. In 2012, the motorcycle industry was at $4.4 billion in revenue sales. Since 2009, there has been a slow, but steady recovery in the motorcycle industry from where it was in 2008.
With the increase in motorcycle sales, there has also been a steady increase in fatal motorcycle crashes in the United States. According to the National Highway Traffic Safety Administration, there has been a double increase in fatal accidents from 2,268 in 1995 to 5,409 in 2008. Since 2009, there has been a slight decrease to 4,749, but those numbers have been rising again after each year.
When looking at this information above it is clear that with the more sales and revenue from motorcycles, there is a direct correlation to increases in fatalities as well. Consumers are looking to a better alternative to commuting. Whether it is to work, a social gathering, or family event, consumers are looking to get from point ‘A’ to point ‘B’ in a faster time, and without have to spend the money on gas for their transportation. For Lit Motors, introducing the C-1 to the market is allowing consumers the opportunity to do just that. The C-1 offers the speed and agility of a motorcycle, but not the potential risks associated with riding a motorcycle. Not only does the C-1 appeal to motorcycle enthusiasts, or ‘adrenalin junkies’. It is also alluring to the environmentally conscious consumer simply on the fact that this is a completely electric vehicle, with speed.
When you take the motorcycle industry, and the alternative or electric car industry, these are two very big industries. These two industries have been growing in the past few years, and have a big future. The C-1 fits well into both industries, and actually adds its own advantages to each industry, which will separate it from its competitors when introduced in 2014.
Target Market Strategies
We have chosen to start out with a Differentiated Market Strategy. A marketing strategy that will target several market segments, and design specific advertisement and promotions for each will be the best strategy for this new product. This will provide better exposure to the customers we wish to target.
As discussed in the Problem and Opportunity section of this marketing plan, the C-1 appeals to many different people, from the motorcycle enthusiast to the environmentally conscious. The first segment we would like to target is the motorcycle enthusiast. This large group of people ranges in age, lifestyle, income, and gender. We will be targeting this segment with advertisements and promotions that promote the C-1 as the next big innovation in the motorcycle world. To reach these customers we plan on taking out advertisements into industry specific magazines such as Cycle World and Motor Cyclist.
With the rising costs of fuel and the gridlock on the freeways during rush hour, we are going to market the product to the professional market segment. This segment will consist of a large number of people who commute into the city from the suburbs every day to get to work. Marketing this group will require that we picture the C-1 as a commuter friendly vehicle. The C1 will allow the driver to shave priceless time off of their daily commute by allowing them to use the HOV (Diamond Lane) with only one passenger while also having the ability to “split lanes” when there are no HOV lanes available, local laws permitting. This segment offers the largest number of potential consumer’s; 85% of Americans drive individually in their cars to work daily with an average commute of 46 minutes (Carroll, 2007).This segment will require a larger scale promotional campaign with billboards along the sides off freeways in areas where traffic is an issue. This will spark the consumer’s interest as they are sitting in traffic and plant the idea that with the C-1 they can avoid the frustrating rush hour gridlock.
The environmentally conscious consumer segment is another segment we here at Lit Motors will market the C-1 too. With global warming and the decreasing supply of fossil fuels, this segment will continue to grow in the coming years. An estimated 45% of consumers said that they would purchase an all-electric vehicle based on the economic benefits alone (Tews& Perryman, 2012). As part of the same market segment, the ‘millennials’ will be targeted as well. Millennia’s consist of consumers who were born between 1982 and 2003. About 2/3 of all millennials believe that global warming is a real issue while 43% of them believe that is caused by human activity (Winograd&Hais, 2013).
All of the marketing to these various segments will begin at the beginning of spring, or March 1, 2014. With warmer weather comes the enjoyment of bike riders ‘breaking’ out their bikes and riding. However, when it becomes too hot it gets unbearable to ride in the heat; therefore, this would be the best time to roll out the comforts of the C-1 because you can have the enjoyments of a car with air conditioning and music, while maintaining the accustoms of splitting lanes and parking in more confined areas. The campaign will launch in the spring and will continue throughout the year. It is important for Lit Motors to take advantage of seasonal outlets that are available during the warmer weather.
Positioning Strategy

“Ride with Class”
Current Consumer Perception
The Lil Motors new C-1 is classified as a motorcycle. This new product is the new look for two types of consumers: the Millennial’s (ages from 18 to 24) and Baby Boomers (ages from 49 to 67). The Millennial era prefers ecological friendly products. The Baby Boomers prefer the C-1 because of all the new safety features that the motorcycle provides. Customers also like how the C-1 is labeled as a motorcycle, because this allows for customers in certain states to spilt lanes. Customers look at the C-1 as a new way to commute from home to work, while still in the convenience of a car body. There are no other companies at this time that are offering this type of product to the consumers. Customers right now only have the options of an electric car or motorcycle that runs on gas.
Desired Product Position
Lil Motors takes great pride in our service to our customers, by allowing our customers to contract us though our website, or customer service. Lil Motors is also trying hard to open our first in house shop as soon as possible, in Southern California. Lil Motors keeps the customers perspectives first by offering great quality motorcycles. Our motorcycles offer many advantages over our competitors as listed below.
The C-1 has many strong advantages over competitors, which include: * An enclosed body * Safety features- air bags and seat belts * Eco-friendly/ Electric * Stereo
;Having many strong advantages over our competitors, makes for a strong marketing position. In order for us to get the most out of our product we are going to use several competitive strategies to stay ahead of the market. There are two main strategies that our company will be using, differentiation and niche strategy.
Differentiation strategy
By offering a multiplicity of features and characteristics of our product it will attract more consumers to select our vehicle over the competitors. The vehicle is offering appliances such as air conditioning, power windows, airbags, smartphone interactivity, music, and even social networking. The costs of such auxiliary features from the standard model will be just a fraction of the cost to maintain affordability for our customers.

Niche Strategy
We also believe we have a niche product since we have the first gyroscopically stabilized, two-wheeled, all-electric vehicle. There have been many other attempts to come up with a design similar to ours; however, no one has been able to accomplish it yet.
Our company feels that using either differentiation or niche strategy would enhance our products standing in the motorcycle industry.
Product
The C-1 is on the verge of being introduced to the market. While the C-1 is a great product, there are still enhancements that could help improve our product. Visually speaking, the C-1 should be able to have different options for consumers to choose from. Having options for the C-1 will allow customers to give themselves a sense of individualist identity, so that they can design their C-1 to the way they want to.
With that being said, the first six ‘improvements’ to the C-1 are external features. The first enhancement that will help improve the C-1 would be to offer the C-1 in a variety of colors. Right now, the C-1 is only available in white, and many individuals would like to buy a vehicle that offers color availability. The second enhancement that would help improve the C-1 would be wheel choices. Having multiple and different styles of wheels, the consumer wouldn’t be restricted to one choice, like the color. The third enhancement that could be offered on the C-1 would be their preference of tinted windows. With the southern California weather, offering different tint shade options for the windows can be both beneficial to the inside temperature of the vehicle, as well as the visual display for the driver. Another enhancement could be to offer LED headlights and taillights. The last enhancement that could be offered would be to have an option of custom side mirrors and door handles. The mirrors and handles could come in different options such as sizes, styles, and finishes.
There are also improvements for the interior ofthe C-1 that we feel would help improve sales. Lit Motors can offer leather or fabric material for the interior, with a variety of colors to pick and choose from. Similar to the exterior and color, the customer will then have the option to pick an interior color or finish that they feel will best compliment the exterior with the vehicle. The last enhancement that could be offered is having the option of either a digital or ‘needle’ dashboard. To enhance the C-1 in the future, the company should look at some of the ideas that are listed above.
The four steps in the product life cycle are important for a products life expansion. The C-1 is currently in the first stage in the product life cycle. The first stage of the product life cycle is the product development. The C-1 is in the product development stage due to our product still in the works of being developed. Our company is currently ensuring that all gadgets are working properly before the product is sold to our customers. Currently, there are zero product sales, but there are initial down payments that are being taken to reserve a C-1 upon its release. Lit Motors has invested the past three years on production to get the C-1 available on the market. Once the C-1is produced and delivered to its customers, then the product will enter into stage two which is the introduction stage.
Place / Distribution
Lit motors will be using a direct marketing channel strategy. We will rely on integrated logistics management to oversee and stream line our channels. These distribution channels will consist of the factory, warehousing, transport, dealerships, and finally the consumers. Let’s discuss some of these channels in detail.
The factory for Lit motors is located in Southern California. This allows us to stay close to our major pool of consumers here on the West Coast. The factory sits on a 100-acre parcel just outside of Victorville, CA. This parcel allows us the ability to maintain all aspects of the company in house at one location, streamlining all process. There is also a testing and R&D facility on site complete with a road course. The warehouse is also onsite, eliminating the need to transport finish products to a storage facility. The manufacturing process will implement an assembly line with both robotics and humans alike to maximize productivity and reduce costs. This approach with everything in the manufacturing process taking place at one location will mitigate the distribution channel conflicts while keeping costs a minimum.
Next in the distribution line we have warehousing. The warehouse will consists of a 100,000 square foot facility with a 6 ramp loading dock for large trucks to ship the products. This will be done at our Victorville campus. The completed vehicles will roll off the production line, be test driven on the test track for verification on operating properly for quality control. After the quality control test-drive, all C-1’s will simply be driven directly into the storage warehouse where it will be stored until shipment to the dealership. This allows us the ability to maintain a high level of security on our newly manufactured vehicle as well as eliminate to shipping cost in order to transport the C-1’s to an off-site storage facility.
Transport is a large factor in the distribution channel. We have chosen to maintain a ‘hands on’ approach to all of our channels and have started Lit Logistics, LLC. Lit Logistics is a sister company created by Lit Motors that will handle the transport of the vehicles to dealerships across the west coast. This channel will consist of several trucks that will ensure timely delivery to the dealerships, so that the vehicles are not warehoused for an extended period of time. Sitting in the warehouse for longer than a few weeks will not take place, as our customers cannot purchase vehicle that are sitting in the warehouse. We will also have a smaller truck and trailer for more costs effective delivery of one or two C-1’s, as we will be taking custom orders. Dealerships will also be hands on.
Lit motors will open its first dealership right in the heart of its consumer base in Los Angeles, CA. Los Angeles will provide the best market to roll out our new product as the weather is mostly fair, the average income is higher than other places in the United States, and the median age group is directly in our market. As well as opening our own dealership we have negotiated a contract with Bert’s Mega Mall. Bert’s is the largest motorcycle dealership with several brands under its roof in Azusa, California. Bert’s will give us the opportunity to introduce our products to prospective consumers when they are shopping for a new motorcycle, visiting the facility to service the motorcycles they already own, or simply visiting the parts store for apparel or accessories.
Pricing
It is important to consider all of the bottom line costs to make certain that the price of the C-1 motorcycle remains competitive. The end product will be selling for $24,000.00 MSRP to the consumer. This will mean that engineering, warehousing, manufacturing, sales, service, shipping, and estimated warranty costs will need to be significantly regulated to ensure that the project does not exceed the budget. This will allow there to remain enough of a profit margin to keep up with supplies and other associated costs to put back into the business allowing its growth and to stay ahead of all the competition.
It will be required to use a competitive price strategy. All of the features that are offered with this product, along with superior parts that goes into it,speaks for itself. It can be seen how much of a superior product the C-1 motorcycle really is. This is why the cost of the C-1 motorcycle will not be the cheapest option available in this arena. However, the cost will remain at a reasonable price. As the sales ramp up and continue to sell it is recommended that this remain in a competitive prices strategy. If the C-1 motorcycle’s price is set to low it can set the standard price and thus drive you out of business. If costs do not stay within range and the pricing has to be increased the consumers could go elsewhere to buy similar products.
The consumer will be able to get a tax credit from the Government for purchasing an all-electric vehicle plus a rebate can be offered at the dealership. As the C-1 Motorcycle is presented at trade shows, an additional rebate can be offered for purchasing one during the trade show event only.
Promotion
For the promotion of the C-1, there will be four mix elements that we will be using in our campaign.
Advertising:
This is one of the major mixes that our product will rely on because this is a new product that is about to be released on to the market. Throughout the southern California area there will be advertisements on areas such as billboards and bus stops. Using billboards along major highways in California is a cheap and effective from of advertising because it is an inexpensive medium, but it produces brand awareness considering the heavy flow of traffic that drives by it daily. We will also be using other forms of print advertisements such as magazines. Magazines have high geographic and demographic selectivity. While magazine and print advertisements tend to be more expensive, there is long life and good pass-along readership. Radio and television advertisements will also be incorporated in the advertising end of promotions for the C-1. Showing TV commercials in the southern California area. TV has a good mass-market coverage, which means that the advertisement will reach a lot of people. It also appeals to the consumer’s senses because there is sight with sound and motion. There will need to be more money in the advertising budget considering that this is a brand new product. In the four steps for the product lifecycle, our product is in the product developmental stage. Generally speaking, heavier advertising is done when a product is in the development and the introduction stage. The C-1 is on the verge of moving into the second phase of the product life cycle, the introduction stage.
Public Relations:
Lit Motors is a new vehicle of its time, with that being said no studies have been done to show how it helps out our environment. Recently in the news, studies on Honda plug-in vehicles and Zipcars show how eco friendly these cars are: “Electric vehicles are great for the environment since they reduce greenhouse gas emissions and traditional tailpipe pollutants while using domestic sources of energy with stable costs, saving thousands of dollars in fueling costs over the life of a vehicle…” (Shahan, 2013). Although the C-1 was not put in this study it can very much relate to it being that it too is an electric vehicle.
Every year in the month of April the government of California puts on earth fairs. Lit Motors plans on attending these Earth friendly fair shows in the year 2014 to show consumers the new way of transportation. Locations of these fairs will be throughout the Inland Empire, Los Angeles/ Orange County, and San Diego areas. It will also make it apparent that the C-1 is very earth friendly and is a reliable new source of transportation (California Government, 2013).
Lit Motors has also created a variety of social media sites: Facebook, Twitter, Pintrest, and a blog. These sites are where consumers can get various updates with the progress on the C-1, and its initial release date.
Sales Promotion:
With the recent fad of eco friendly vehicles, the government is offering great incentives for smart car choices. Recently reported by fuel economy “Electric vehicles (EVs) purchased in or after 2010 may be eligible for a federal income tax credit of up to $7,500. The credit amount will vary based on the capacity of the battery used to fuel the vehicle.” Once again the C-1 is not listed because it is a new vehicle, but would be a part of future tax credit because it too is ran of electric battery. http://www.fueleconomy.gov/feg/taxevb.shtml Personal Selling:
Motorcycles are a convenient great way of transportation. Throughout the Southern California area there are many people that ride motorcycles. There are also many motorcycle shows and expos throughout the area. Having a Lit Motors booth set up at a show such as the Long Beach Progressive and International Motorcycle Show will allow potential consumers to get a up close view on what the C-1 is. Having a booth at these shows will also be beneficial for consumers because there will be a team of Lit Motors Representatives along with the C-1 models present to provide information and selling points for the C-1. People are able to have the chance to ask any questions about the C-1, get a chance to sit inside a C-1 model, and learn any and all dynamics of the C-1 and its great benefits. This is a great way for Lit Motors to personally reach out to its selected target audience compared to traditional advertising vehicles.

http://cleantechnica.com/2013/10/03/boston-origin-zipcar-adds-4-new-electric-cars-honda-plug/#4yldCKZIcb8TwEAY.99 http://www.bikerzworld.com/motorcycle-calendar-events-in/La_Verne-CA.html http://www.calrecycle.ca.gov/PublicEd/EarthDay/Events/#LosAngeles

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