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Economic Environment of Cars

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GLOBAL When it comes to who takes the lead this year for the global over all best sales, Toyota Motor Corporation takes the crown. It is a three-way race between General Motor, Volkswagen Group and Toyota. Last year Toyota was bumped from the top spot by GM only because GM booked a three percent gain from global sales of 2.28 million in the quarter. VW who was number three last year was reported to have an 11 percent advance, and at the end of March they stayed in third place with 2.26 million; although it is said the VW is going to be the world’s biggest auto maker by 2018. (Automotive 2012) Worldwide sales at the Japanese carmaker surges 32 percent to 2.36 million units in the January- March quarter; the target record sales is said to be of 9.58 million this year. GM or VW has yet to offer a full-year sales forecast (Automotive News 2012). In 2007 is when Toyotas’ global sales peaked at 9.37 million, until it had its worldwide recall crises, which executives blame “reckless expansion” in the early 2000’s, and natural disasters in Japan and Thailand, which is now recovering. They had the biggest percentage jump from the previous years as it came back from a quarter where production was harmed and ruined by Japans March 11 earthquake. President Akio Toyoda is calling 2012 a “fresh start” and expects large improvements in sales, profits, product, and quality.

BUSINESS Social media has become a big part of everyday life. Myspace, Facebook, Twitter, Instagram and many other “free” networking sites are free to users because of the ad’s that they sponsor. Facebook has become a larger and important social networking site for not just people to find friends and family, but also for businesses and entrepreneurs. General Motors’ went along with what many other ad’s have done adding themselves onto facebook with creating their own page and having paid advertisements alongside the website. The paid-advertising includes banners boxes, and subtle advertising, called sponsored stories, on different topics. Automakers would pay Facebook to place the articles on the pages of their followers. In May of 2012 General Motor’s decided to pull and end paid Facebook advertising stating that "Facebook does a good job of driving brand awareness, but if the goal is generating sales leads, that's not the best vehicle." As said by Will Perry, director of business intelligence for Dataium, a company that analyzes online shopping behaviors of car buyers. (AutoNews 2012) GM will still continue to promote its brand and vehicles on Facebook by having videos, contests, and photos made to engage Facebook users, but it will no longer be used as a method and tool to sell cars. Will Perry stated that GM was right to hold back and take away its Facebook ad spending, Facebook is more of a place where automakers can show off their brands and models, where the “900 million active users can engage in active discussions, contests and conversations about their products.” (AutoNews 2012) Chris Perry, GM's vice president of marketing stated at the Automotive News Marketing Seminar in Los Angeles "Facebook is still going to be an integral part of our social strategy, no doubt about it. It's the biggest game out there." According to the Wall Street Journal GM spends $30 million a year to make content that it can put on Facebook for free, a small percentage of GM’s U.S ad budget of $1.8 billion. (AutoNews 2012) The $30 million a year in “free advertisements” is three times the $10 million they would pay Facebook in the paid advertisements. The $10 million put General Motors in a frenzied debate on the value of Facebook stock. After hearing of the GM Facebook News, other automakers must decide if GM took the right route. Ford, GM’s rival, posted a statement on another social networking site, Twitter. "It's all about the execution…Our Facebook ads are effective when strategically combined with engaging content and innovation." (AutoNews 2012) For Honda, Mike Accavitti the chief marketing officer said Honda is using “Every measuring tool to evaluate its digital media strategy.” If a social media, example Facebook, is not meeting the needs then they make adjustments. "Just because there are 500 million people on Facebook, it doesn't mean we have to advertise on it… If it's not engaging, we are just wasting our money." (AutoNews 2012) Matt Muilenburg, the vice president of social products at ADP Digital Marketing Solutions and its Cobalt unit stated that Facebook may not be the place to sell cars but it is a good place and start to build brand images.

INTEREST As the price of new cars has climbed, used vehicles have become more popular than ever. Jonathan Banks, analyst of NADA, National Automobile Dealers Assosiation, mentions that the availability of used cars is expected to fall in 2012. Shrinking supplies could push used-vehicle prices up by 1.8 percent by the end of the year. (Automotive News 2012) Consumers are driving their cars longer, and many owners driving old cars and trucks will be looking for replacements in the used-car market. “Consumers shopping for either a new or used vehicle will benefit this year from higher trade-in values along with loosening credit,” Banks said at a press briefing during the NADA Convention and Expo in Las Vegas. With gasoline prices starting at $3.50 a gallon, there will be a large increase and demand for fuel-efficient compact and midsize cars with prices up by 2.7 percent and 2.1 percent by the end of the year. Asbury Automotive Group Inc. executives say that as long as the financial world is stable, manufacturers will push more leasing. But they will offer financing incentives instead of cash incentives. (Automotive News 2012)

CONSUMER DEMAND It sometimes feels, not to long ago, it only took 20 dollars to fill up a tank. Now days, 20 dollars can barely give you half a gas tank, if that much. With gas prices being so high now automobile owners in the U.S. see fuel economy as the leading element they will consider when it comes to purchasing their next car, according to a survey by Consumer Reports. 37 percent of respondents said “…fuel economy was now their leading consideration in car shopping, topping all others by a landslide.” Quality was the second-most-important factor at 17 percent, while safety was mentioned by 16 percent, and value by 14 percent of shoppers. (AutoNews 2012) It is not surprising to see these numbers and order of what people want out of their cars with what has been going on in the automobile industry and the economy since the economical meltdown of 2008. The results show not only here, but also in other studies that fuel economy’s importance to buyers has been rising with the prices of gasoline. These results were conducted on a survey in April of 2012 by Consumer Reports National Research Center, when the prices for gasoline reached an average of $3.89 a gallon nationally. The average was said to peak this year on April 4 to $3.94 according to AAA, the nation’s largest motoring group. "These results make it clear that high fuel prices are continuing to impact driver behavior and influencing future purchase considerations," Jeff Bartlett, deputy auto editor of Consumer Reports, said in an e-mailed statement. "This may be foreshadowing a market shift by folks seeking relief at the pump."(AutoNews 2012)

Citations

1. LaReau, Jamie, jlareau@crain.com, and Arlena Sawyers. "Big Retailers See Carmakers Controlling Leases, Stocks." Automotive News 86.6501 (2012): 28. Business Abstracts with Full Text (H.W. Wilson). Web. 21 May 2012.

2.Rogers, Christina. "NADA's U.S. Sales Forecast Is 'Toward The Top Of The Heap'." Automotive News 86.6503 (2012): 42. Business Source Premier. Web. 21 May 2012.

3. Greimel, Hans. "Toyota Reclaims Global Sales Lead in Jan.-March Quarter." Autonews.com. Automotive News, 21 May 2012. .

4. Barkholz, David, and Mark Rechtin. "NET WORTH: Can Facebook Sell Cars?" Autonews.com. Automotive News, 21 May 2012. .

5. "Fuel Economy Tops U.S. Auto Buyers' Wants, Consumer Reports Says." Autonews.com. Automotive News, 22 May 2012. Web. .

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