Premcar turns 30 in 2026. To celebrate, we’re sharing some of our carmaking knowledge. This time, it’s about value.
The carmaker asks, ‘will customers want to buy it, is it profitable, and will it enhance our brand?’
The dealership asks, ‘will customers want to buy it, is it profitable, and will it be easy to sell?’
And the customer asks, ‘what does it do, how will it make me feel, and what do I get for my money?’
This is an oversimplified summary of the economic, functional and personal value needs for the main characters in any carmaking story.
And too often they aren’t given the intense focus they need.
Because all three parties are easily distracted from what matters.
This can mean:
– Products can end up falling short compared to their competitors.
– Business cases can inadvertently shave profits.
– And marketing campaigns can end up not landing with target buyers.
All of this can create disappointed customers, lower results and brands with reduced emotional appeal.
This is how carmaking can become a game of winners and losers.
The better way?
Every step between the carmaker’s idea of a new or enhanced vehicle, to the moment the first owner takes delivery, everyone needs to feel they’re getting the value they expect.
And you achieve that by focusing on the nine questions at the start of this post.
Value is created, and not by accident.
The carmaker’s decisions and actions need to create value for the selling dealer and the customer.
The dealer’s decisions and actions need to create value for the carmaker and the customer.
And – above all – the customer must receive the economic, functional and personal value they expect.
It’s worth focusing on value for everyone.
This way, everyone wins.
Bernie Quinn, CEO of Premcar
About Premcar:
Premcar Pty Ltd is a leading Australian vehicle engineering business that specialises in the automotive, defence and aerospace industries. For more than 25 years, global car-makers have made Premcar their go-to partner for the complete design, engineering and manufacture of niche-model new cars, full-scale new-vehicle development programs, and electric vehicle (EV) conversions and manufacturing. Premcar’s body of work is extensive. It is the name behind more than 200,000 new cars and 55,000 new-vehicle engines. The company has delivered technical advancements and sales success for major car brands from Europe, the USA, Japan, China and Australia. Visit premcar.au.
