Kirkham Marketing Question. What do you guys really want?

[ChipBeck]

Originally Posted by Murphy

David, this is Mike Murphy, (the two 427's). Can't wait to get them. One of the best features of your cars their exclusive nature. Don't know if I would have bought them if you also also offered a "cheap version", doesn't seen to fit with the image you are trying to portray. Just my take. MM

Mike,
I think you have it exactly right. Kirkham has spent ten years establishing itself as the Lexus of Cobra builders. When Lexus started up everybody asked why anybody would buy a Lexus when you could buy the "original" Mercedes. Lexus concentrated on building the best luxury cars with outstanding quality, Mercedes quality has fallen off a cliff with Consumer Reports rating them below Kia and Hundai. I quit buying Mercedes years ago and now buy Lexus as I believe them to be better. I think Kirkham has done the same thing to all other Cobra makers including Shelby. When BMW decided to build the Mini they did not want to tarnish the BMW brand by going downmarket, hence the Cooper brand. When Kirkham starts selling kits or plans or boxes of parts for others to build(and screw up) it will immediatly make all Kirkham cars suspect and the brand will lose a lot of it's prestiege. There are many makers fighting for "budget" Cobra sales, Kirkham and Shelby are alone at the top and Shelby can't deliver. Don't go downmarket with the Kirkham name, if you gotta go there, call it something else. Downmarket Lexus cars are called Toyotas and Scions. JMO

Chip