You could also add seating options, body cladding (moldings), bumper covers,
and stickers to the "upgraded" models. Brakes are the least amount of
upsell as with stickers, bells, and whistles. (Overhead consoles and
leather seating cost far more than brakes.)
Here's the average figures for a 2001 Dodge Dakota 2WD 4.7L Automatic
Front Brakes: Loaded Calipers (includes pads) and both rotors: $280
Rear Brakes: Shoes, Hardware Kit, both Wheel Cylinders, both Drums: $220
Both of those were from the web using Bendix, Raybestos, and A1 Cardone
parts (as commonly found in most autoparts stores). The $60 difference in
Disc/Drum isn't going to make sales figures for a dealership/manufacturer.
Upgrade options do (bells/whistles & body/graphics kits).
So again...marketing ploy? Nah
- Bernd
----- Original Message -----
From: <david.clement@verizon.net>
To: <dakota-truck-moderator@bent.twistedbits.net>
Sent: Friday, April 30, 2004 12:10 PM
Subject: Re: DML:Rear brake conversion
>
> Bernd,
> Sure it's a marketing ploy to have base models with drums and upgraded
versions
> with disks. The manufacturing cost between base models and upgraded models
is
> far less (if there is any difference) than the added price that is charged
for
> the upgraded model (this applies to more than just brakes too), more
profit
> flows to the bottom line with the upgraded model. Manufacturers need those
base
> models for advertising, ever notice the adds "starting at $xxxxx" with a
> picture of a loaded vehicle then down in the corner in real small print
"as
> equiped $xxxxx + 30% or so). The base price establishes a mind set of I
can
> afford that car even if when they go out the door it's $10K more where as
they
> may not have even considered the vehicle at the price the final sale
price.
>
> Remember manufacturers are in business to make a profit if they don't the
are
> gone in short order. In the automotive industry it's all about status,
style
> and preception much much more than real world measurable differences. The
> consumer has no way of confirming much of the claims of superiority
between
> manufacturers so it becomes a big marketing game.
>
> Dave Clement
This archive was generated by hypermail 2b29 : Sat May 01 2004 - 12:00:18 EDT