Limited editions not discounts
FPV will manage its BF MkII runout with limited editions, not discountsIncoming Ford Performance Vehicles (FPV) boss Rod Barrett says the Blue Oval's performance arm will not be discounting its existing BF MkII based range ahead of the Q2 2008 launch of the all-new Orion-based Falcons.
In fact, the ex-Ford Performance Racing chief Barrett (pictured) confirmed the joint Prodrive/Ford owned operation will manage the runout via the launch of a number of limited edition models -- confirming the strategy first scooped here by The Carsales Network's Joe Kenwright (more here).
"Like all manufacturers in the lead up to major new model we face some challenges," the newly anointed Barrett told The Carsales Network. "I don't deny this is going to a tough period but we've got some exciting new product coming between now and the Orion launch.
Barrett says FPV will be brand savvy in managing the run-out of its BF MkII based range. He said FPV's biggest challenge is "building momentum ahead of Orion without devaluing the brand".
He reiterated the company would not be discounting its models.
"The success of the GT 40th Anniversary shows the potential of limited edition models and as part of our ongoing product strategy in the lead up to Orion we plan to generate interest, confidence and aspiration to buy an FPV [via more limited edition models].
"We don't intend to discount on runout of our current models. I don't believe the words FPV and discount go hand-in-hand. [Instead] we'll be debuting an exciting range of limited edition models that guarantee to add even more value and prestige to FPV's current line-up," Barrett said.
The first of the models, still under embargo will be announced this Friday. Barrett said FPV planned to launch another two limited run models before Orion.
According to Barrett, FPV sold 2144 vehicles CY 2006. The success of this week's limited edition model and those that will follow will be key to FPV matching this result.
Looking further afield, Barrett believes FPV must grow its sales substantially.
"Our longer term target depends on what product we've got and how the market accepts it but I'd like to think that within a couple of years we could at least double that [2006/07] number. To be a market 'heavy' we need to…"
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