Are SUV’s An Industry Rip Off?
Friday, 3. August 2018
Years ago when I was working in industry I was a Cost and Management Accountant. We manufactured, installed and leased fire alarm and hotel communications equipment. We developed a new fire alarm system to meet the new fire alarm laws that were being introduced into small public buildings, scout huts, church halls, meeting rooms etc.
Our designers came up with a swish control panel which was latest technology with transistors and other miniature gubbins. It made the unit much smaller and also cheaper to make. Before going into production our chairman, himself an engineer, wanted to see this newly designed product line. He collected me en-route to the design department and I went through the costings – he was impressed.
However, when he saw the miniature size of the unit I saw his face drop. He asked the sales director how much we were leasing the unit for and how much we were selling it for cash? After hearing what we were selling the unit for he turned to the head designer and said ‘Double the size of the box’. The designer said, ‘But sir we don’t need to put it into a bigger box’. The chairman’s answer was, ‘You do if we’re going to sell it for £500’. The box size was doubled and the inner workings remained the same.
So what has this lesson in perception have to do with cars? Well, it seems that in these times of miniaturisation the most popular cars are the big and bulky SUV’s. Just about every manufacturer has some sort of 2WD or 4WD SUV in their range with the likes of Audi, Mercedes and BMW having up to five, six or even seven in their line up.
Motoring experts describe them as boxy, raised hatchbacks with high running costs and compromised road handling. Totally impractical, unable to fit into most garages or parking spaces. But the manufacturer’s love them because, without a doubt, they are the most profitable cars in their ranges. Big is best as they charge disproportionate amounts for these cars compared with their smaller saloon car equivalents.
According to Audi’s product marketing chief, Jens Meier, the SUV proliferation has helped to benefit the wider car manufacturing industry. As he explained to Auto Express, the increased profit generated from SUV sales is helping to finance development work in the sports car division, cars such as the TT, RS5 and R8. He sees their advancement in sports car design as a bi-product of SUV success.
Very often the SUV’s share the same platform with saloon cars in the range along with engines and other mechanicals but the big skin adds substantially to the perceived costs by customers who pay more for the jacked up versions whilst the manufacturers wring their hands with joy. My old boss had it right all the time! By Graham Hill