Elio motorsElio motorsBrand BlueprintChelsea Ritter & Sarah Stackhouse

I. Situational analysis

The Elio is one of the most unique vehicles to date. With three wheels and tandem seating, the car stands in a category all its own. Be-cause of its differentiating qualities, the Elio will see both advantages and disadvantages regarding the vehicle industry. The Elio will face compe-tition from multiple facets, a main sector being hybrid and electric cars. Elio Motors is continuing to create and define its company identity, as well as its targeted consumers. Elio Motors has created a strong product, however, it is lacking in awareness, a key factor in sales and retention.

A) Industry Analysis

The Elio car does not fit perfectly into any current categories of automobiles. With the three wheeled structure and small stature of the car, it is viewed as a motorcycle or small vehicle by many states. The alleged 84 miles per gallon places the vehicle in the environmentally friendly cat-egory. For the Industry Analysis, we will place the Elio in a combination of small, economic vehicles while taking into account what effects the motorcycle categorization has on the vehicle. The industry that the Elio would be placed in is not one-dimensional, therefore, the analysis must address all potential markets.

Political analysis Political aspects that must be taken into account include the fact that there are tax incentives available for environmentally friendly cars. The laws that surround Elio being classified as a motorcycle includes that in certain states require the use of a helmet while operating a motorcycle. Also, drivers of the Elio would be required to have a motorcycle license. The environmental laws that surround the Elio are not as strict as those that surround typical four wheeled vehicles. The safety laws that surround the Elio, due to its classification as a motorcycle, are not as strict as the safety laws that are in place for the vehicles. The safety ratings that are posted about the Elio are based on computer generated tests. They do plan on subjecting the Elio to safety tests like other vehicles. Another politi-cal issue is the Elio like other vehicles requires insurance to drive. The

typical motorcycle insurance is issued seasonally. The instigation of year road license would have to be market wide. One of Elio’s main advantages is that there 84 mpg is so high; the price of oil will affect gas prices and the necessity of higher mpg. Wars in the Middle East would drive up the price of oil this drive up the price of gas; the high mpg of the Elio then becomes even more appealing. The car seat regulations are also something to take into account. Whether a car seat would easily fit in the passenger seat is an issue along with how safe a car seat in the back would be. There are also car sale laws which require specific actions to be taken in order for dealers to be able to sell automobiles. Elio can bypass this political aspect because of their plan to directly sell the Elio themselves.

Economic analysis Economic aspects that must be taken into account include the fact that Oil prices are ever changing, therefore, gas prices are ever changing also. The Elio provides a cheaper option with a higher mpg than competitors. Starting a new company calls for a large bank of capitol, and starting a new car company requires an extensive amount of startup funds to carry out the operation from concept to production. Elio is facing monetary struggles already. Consumers can save on taxes with Elio based on the tax benefits (“Elio Saves Taxes”). Elio Motors will produce approximately 21,000 direct and indirect American jobs. Elio Motors plans to employ previous GM workers in Louisiana decreasing the unemployment and underemployment rate in both Louisiana and the country (Blanco).

Social analysis Social factors that impact the industry and will impact the Elio include the decreased average consumer spending due to financial strug-gles and unemployment rates. With the Elio being positioned as a potential “and” car, that is a challenge. People are spending less on cars, and this puts Elio in a good place because of the low price. Consumers are drawn to the used car market rather than the new cars because of the price. Elio offers a new car with a much lower than average price. Consumers are also downsizing and moving toward a less materi-alistic lifestyle, and family size is increasing. With only two seats, a family would not be able to use the vehicle together as a unit limiting the practi- 1

I. Situational analysis

cality of the vehicle. Family cars are popular and require ample space for kids and all their necessary items (sports gear, toys etc.). Some consumers are also in search of a vehicle that comes with luxury and prestige. The look, brand and feel of the car must radiate with these factors for many buyers. Brand loyalty plays a key role is choosing a vehicle. Elio being a new brand will have to break down the loyalties and breach the market in search of those who are willing to try the Elio. One of the most common and important factors for a car buyer is the safety of the vehicle. Safety ratings and precaution are thoroughly ex-amined when buying any vehicle. Elio does not have any specified or test backed safety results, which will cause potential buyers to be hesitant. On Elio Motor’s Facebook page it states: “to this point, we have not physical-ly crash tested an Elio. Prior to production, we will run several prototypes through a battery of crash tests as we strive to make the Elio among the safest vehicles in the industry.” The notion that a larger vehicle is a safer vehicle will be a disadvantage for the Elio. Many buyers are in search of a vehicle that will be multifunction-al and practical. Elio is not equipped with a large trunk or towing capabil-ities and has fewer seats than average, which limit usage. The potential life span of a vehicle is also taken into account. With a well-known expe-rienced company comes the reassurance of the longevity of the product, which the Elio brand cannot offer (“The Trunk”). Consumers look for vehicles that are comfortable to sit in, ride in and to drive. The leg space, the seats, and the driving setup is all analyzed by potential buyers. The Elio, upon first glance comes across as a very small and potentially uncomfortable riding and driving experience. With America’s population continually increasing in size and becoming more obese, the size of the driver and passenger is a potential issue. The car’s small size also raises question as to whether tall individuals would be able to drive the Elio comfortably (“You Will Fit in the Elio”).American pride could work in advantage to the Elio. Because the car is made of 90% American materials, the vehicle could definitely appeal to the American population. This factor is undoubtedly an opportunity for the company to expand.

Technological Analysis The technological aspects of the industry that must be taken into account are those that are going to either hinder or excel the sales of the Elio. The Elio with its technological features are in a prime position for competition with other retailer. The ease of driving, repairs, and mainte-nance of vehicle are all necessary to look at when discussing technological aspects. The technology that the Elio uses has created a designated experi-ence while driving the vehicle. The lack of the typical rear view mirror is said to produce some difficulties but after a while one gets used to it. There will be the typical technological upgrades that are found in other vehicles as options for the Elio. For instance a backup camera will be an option. The integration with other technologies such as apps on smart phones creates task such as starting the car at the fingertips of the driver. This is an optional addition for $2000 dollars which is compatible with iOS, android and Microsoft interfaces (“Elio’s Newest Option”). The Elio will have to stay up to date with the technologies chang-ing in the field to stay relevant. For instance cars are now being sold with Wi-Fi capabilities in cars. Better safety features are being implemented in vehicles also. The Elio is already exceeding the strive for higher mpg in the industry but lower emissions are also becoming increasingly popular in vehicles.

Legal analysis The legal aspects of the industry that must be taken into account include those regulations about emissions. Emission regulations are stricter with vehicles rather than motorcycles thus the Elio is not under such tight standards as a typical vehicle. Elio states that they are aiming to meet and exceed the emission regulations of a typical vehicle (Estrada). Another aspect to consider is safety. The Elio has roll cage, and will be set to multiple tests to compare it to vehicles on the road today. The classification as motorcycle rather than an automobile allows for those standards that need to be met to be looser. The Elio company must deter-mine that the Elio is safe in order avoid law suits and injuring their cus- 2

I. Situational analysis

tomers (“Elio Tech Talk: Safety Rating”). The taxation places on the Elio will be lower than the typical vehicle because it is going to be manufactured in the United States. There will be no import taxes on the vehicle which would increase the price. The insurance rates associated with driving the Elio will play a part in the success of the company. The insurance of motorcycles is sold on the premises that the motorcycle will only be used part of the year due to the weather creating a no so desirable environment to drive the motor-cycle. With the Elio being an enclosed machine, and designed for snow, it would be driven year around. Also the passenger will affect the motor-cycle insurance because the typical motorcycle insurance holder does not have passenger insurance. If the Elio was to break down or need a towing, due to the design Elio would require a flatbed truck or an adaptation to tow it. This will cause issues with the carrying out of actions requiring towing.

Environmental Analysis The environmental analysis includes aspects such as sustainabil-ity. It is a global concern. This is something that Elio Motors will have to address. They need to think about the whole system from where their parts come from, and what are their effects of the environment? Elio Motors is still testing the car in different weather conditions such as snow, ice, rain, high water, and high wind. Reduced emissions are a heavy trend in the automobile industry which Elio needs to take in to account. Today a high mpg is extremely sought after in the automobile industry also which the Elio also has in its favor.

b) competitor Analysis

The Elio will see direct competition from a variety of hybrid and elec-tric vehicles, particularly the Toyota Prius, Nissan Leaf, and Smart Cars. Indirect competition for the Elio includes any other form of transportation outside of traditional vehicles. This includes public transportation,

bicycles, and motorcycles.

Hybrid & Electric Vehicles Industry According to hybridcars.com, the total number of hybrid cars sold in the United States was 48,208. As of August 2014, Toyota controls most of the hybrid market, at 70.95%, because of the Prius. Ford follows at 12.76%, Hyndai/Kia at 6.70%, Honda at 4.48%, and Subaru, General Motors, Nissan, Volkswagen, BMW, and Mercedes Benz each with small slivers. The number of battery electric cars sold in August of 2014 was 6,483 with the Nissan Leaf controlling the market at 49.14% and Telsa following at 18.51%. According to Time.com, hybrid and electric sales are dropping due to low gas prices. It’s becoming apparent that the novelty of hybrid and electric cars is fading, and pick-up truck sales are booming. Consumers feel that the money being saved by buying a hybrid or electric car is lessening, therefore, interest is dropping (Gorzelany).

How is the Toyota Prius branded? The appeal of the Prius is strongly correlated to Toyota’s brand-ing techniques, such as branding the Prius as “an environmental revolu-tion” (Newell). As Graeme Newell highlights, companies are using the technique of “greenwashing”, marketing a product as environmentally beneficial, to appeal to the consumer’s craving for personal identity, and Toyota is making the consumer want to be a part of the revolution that is the Toyota Prius. Toyota has used advertising and social media to reveal to consumers how the car fits into their daily lives and how it affects their personal identity. People buy the Prius because it says something about who they are (VanAuken). Toyota highlights four main points on its web-site, efficiency, technology, comfort, and safety.

Toyota is also devoted to connecting to its consumers through Facebook and Gas Station TV. Through Facebook, Toyota presents the Prius as an every day vehicle that fits into the lifestyle of a family and is devoted to helping the environment. There are many posts where family life is highlighted, for example, Toyota ran a post with a family taking 3

I. Situational analysis

their Prius on a picnic. Toyota also embraces family life in their televi-sion advertising. Toyota ran a commercial showing a family reenacting a family portrait taken in front of their Prius, 14 years ago. Toyota focused on the environmental benefits of the Prius through a commercial showing parents watching their son wash the family Prius with the rain in order to conserve water. Prius has also paired up with Gas Station TV to allow consumers to share their good deeds throughout the world, creating a stronger connection with their consumers and also enhancing the personal image associated with the Prius.

How is the Nissan Leaf branded? With Toyota focuses on the family element of the Prius, paired with environmental benefits, Nissan strongly emphasizes the environmen-tal impacts of its battery electric car, the Leaf. Nissan released several commercials on the subject, including a commercial showing a polar bear traveling far distances simply to thank a driver of the Leaf and another commercial questioning the impacts of gas powered machines. Nissan also emphasizes the experience of the Leaf through its Facebook page. On Facebook, Nissan asks questions like “What doe sit feel like to drive a leaf?”, “What does not paying for gas feel like?”, and “What does it feel like to take off at a green light?”, allowing consumers to build the conver-sation on the experience of the electric car.

Other Competitors However, one of the Elio’s strongest competitors will be the battery-powered Toyota i-Road. Much like the Elio, the i-Road is still a concept without a set production date, but the i-Road has concerning similarities, such as the tandem seating, motorcycle-like style, and zero emissions. However, the i-Road, will see limitations as it is limited to ap-proximately 30 miles per charge and a maximum speed of approximately 28 miles per hour. Though there is limited information on the i-Road, its extreme similarities to the Elio are a cause for concern.

c) company Analysis

Values and Vision Elio Motors Mission Statement: “To provide a fun-to-drive, super economical personal transportation alternative, based on a list of consumer focused “must-haves” that keep our vehicles affordable, safe, and envi-ronmentally friendly. We are committed to the American dream, creating American jobs, and bringing American automotive ingenuity to every vehicle we build.”

Sales and Profit (Figure from Gas2.org)Goal: To sell 50,000-60,000 cars during the first full year of production and 250,000 units annually after five years (Gorzelany).

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I. Situational analysis

Plans: To sell the vehicle through a network of Elio-owned stores with multiple locations in each region; begin sales in the United States, pro-ceed to Canada and Mexico, and expansion into emerging world markets is an eventual possibility (Gorzelany).

Marketing Plans• “Say Hello to Elio”• Broadcasting their suppliers who also supply big name companies• “I’m All In” – Reserve it now system that includes down payment• “Elio: The next big thing in transportation”• The “and” car

Present Brand Identity Elio is set up as a company focused on bringing a solution to the increasing gas prices. They are promoting the high mpg. They also pres-ent themselves as an America based company with 90% of their product being American made. They have purchased an old General Motors plant in Louisiana. From this point, they veer off in multiple directions and have a confused brand identity. They vary from being an “and” car, to being “the next big thing in transportation”.

Key Executives• Paul Elio – CEO• Hari Iyer – COO and Board Member• Chris Stempeck – Vice President of Marketing• Gino Raffin – Vice President of Manufacturing/Product Launch• Nicole Rose – Vice President of Marketing• Brendan Carey – Vice President of Fleet Sales• Don Harris – Vice President of Retail Operations• James Holden – Board Member• Ken Way – Board Member• Joel Sheltrown – Vice President of Governmental Affaris• Stuart Lichter – Board Member

d) consumer Analysis

Elio Motors will have multiple directions it can pursue in the consumer aspect. There are multiple markets that the Elio may appeal to, but our goal is to find the most effecive market. To being consumer research, we sought to analyze MRI data for subcompact cars and consum-ers who own three vehicles. These are broad markets, but an audience we believe will be beneificial to Elio Motors. We will base our specific target market off of this information.

Most common markets as determined through MRI Plus: A. Subcompact Cars • No college or Graduated college • spread evenly between 18-64 years of age • Income range of $75,000-$149,999 • South and West regions • Married with children ages 6-11 • At current residence for more than 5 years • Race: Asian/White • Moderate Magazine use • Light to Moderate Newspaper use • Light television use • Heavy internet use B. Owns three vehicles (the “and” car market) • Graduate college • Age ranges of 18-24 & 45-54 • Occupation: Natural resources, construction, and maintenance occupation • Higher the income, more likely to own more vehicles • Married with older children • At current home for more than 5 years • Race: predominately white • Moderate magazine use • Heavy newspaper use 5

I. Situational analysis

• Moderate radio/television use • Moderate internet use • Commuters

Consumer interest demonstrated through Facebook likes: • Regions: Los Angeles, California; Phoenix, Arizona; Houston, Texas • Age range: 45-54 year olds Facebook users seem to be interested in the technological aspects and the environmental effects of the vehicle and question the produc-tion time line. The Facebook members seem intrigued by the concept and have expressed desire to see the vehicle in person. The company responds to most posts in a timely manner and provides links to their website and content to answer specific questions. Sometimes a sense of humor is evident.

Possible markets to target: • Families looking for a secondary car • Teenage drivers o More affordable first car o Doesn’t allow more people in the car for distractions o Cheaper insurance for beginning drivers • College Students • Young couples without children • Urban/city lifestyle o Regular use of cars is less o Small • Trend setters/innovators • Technologically savvy individuals *Personas developed for our specific target markets are seen on pages 7, 8, & 9.

e) brand audit

Past Plans for Elio Motors Elio Motors was founded by Paul Elio in 2008. Paul Elio began with a strong mission “to provide a fun-to-drive, super-economical person-al transportation alternative, that’s affordable, safe, and environmentally friendly. We are committed to the American dream, creating American jobs, and bringing American automotive ingenuity to every vehicle we build”. Elio bought a manufacturing plant in Shreveport, Louisiana in 2013 and has since developed four prototypes as of June 2014 (Elio Motors).

Present Plans for Elio Motors The company still abides by its original mission, using 90% Amer-ican materials to build the vehicle, thus, creating jobs for Americans. The prototypes of the Elio are currently on a nationwide tour, giving consumers the chance to see the vehicle and person and test-drive it. The company has also instilled representatives in the remaining states requiring drivers to wear helmets while operating the Elio. These states include Nebraska, Missouri, Mississippi, West Virginia, and North Carolina, and the company is working towards having the requirement removed. The company has yet to begin production (Elio Motors).

Future Plans for Elio Motors The company has plans to officially release the Elio next year but has yet to set a specific date. The Elio is set to be release at a sticker price of $6,800, and the company plans to run its own dealerships. Elio Motors is planning a series of events to allow supporters to test drive the vehicle. Supporters will be notified of the events once production begins. While Elio Motors currently has no plans of partnering with companies outside of PepBoys for servicing, it has been addressed that some areas do not have a PepBoys station near by, and Elio Motors may have to connect with other service companies, as well. The company plans to release the vehicle in the United States first and will eventually expand to international markets, which have yet to be decided (Elio Motors).

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I. Situational analysis

Consumer Perception While people generally seem interested in the vehicle, many cannot see past the lack of production. Supporters are beginning to fear that the company is a scam and the car will ultimately not be produced. The discussions on forums and articles revolves around the production of the car or lack there of. Consumer perception seems to have two extrem-ities, with some consumers thrilled and excited to receive their Elio and others fearing scam and rejecting the overall concept. Consumers are still unaware of the changed helmet laws in some states, thinking they would still be required to wear a helmet while driving the Elio.

“#8482 patiently waiting... well, waiting, well, not so patiently! Come on guys! Make these things!” -Randy Copple, Facebook user

“I would love one but where I live every other vehicle is a large truck (F150’s are little trucks) or a big SUV. I want to see crash test results vs those kind of vehicles, but I fear it would prove to be little more than a speed bump. If it were possible to make one that could withstand those types of crashes, I would get one.” -Derek D. Smith, Facebook user

“When will you start delivery? I’t been quite a while and many of us are waiting to see if the Elio is really going to happen...” -Rick Phillips, Facebook user

“I wouldn’t buy it. It’s defnitely too small. Maybe if it were a four door, four wheels? I would think about it.” -Natalie Green, Bowling Green, Kentucky, 21 years old

“It’s way too small. A lot of times, my friends and I pile in a car and go somewhere, and that wouldn’t be an option with that car. It’s not very practical.” -Megan Holl, Bowling Green, Kentucky, 20 years old

“No, I wouldn’t buy it. It’s too small, and I think it’s ugly. It doesn’t look very safe either.” -Taylor Bradley, Bowling Green, Kentucky, 20 years old

“I don’t like how it looks, and I wouldn’t be able to pull a boat behind it. No, I wouldn’t buy it.” -Alex Stackhouse, Bowling Green, Kentucky, 17 years old

Availability The Elio vehicle is available nationally in the United States, and the company provided a break down of sales corresponding with location on their website. The company did not provide exact numbers, and while there are reservations in every state, the states with the most reservations include Texas, Arizona, California, Washington, Florida, Georgia, Michi-gan, Ohio, and New York. Reservations also extend to the District of Co-lumbia, Puerto Rico and Guam. The map is shown below, with the darkest green representing the most reservations (Elio Motors).

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II. Swot analysis/III. The challenge

Strengths • Significantly lower price than most standard vehicles at $6,800 • Unique design & concept – three wheels, bright colors • American made

Weaknesses • Motorcycle helmet laws; Some states still require that drivers would have to wear helmets • Lack of production; Consumers are questioning the company’s authenticity • Engine is still in development.

Opportunities • Target markets; Consumers with disposable income to buy an “and car” • To capitalize on and appeal to consumers through creating American jobs

Threats • Toyota i-Road; very similar design, features, and purpose • Popularity of the hybrid and electric vehicle market • Indirect competitors; public transportation, bicycles, motorcycles • Company’s lack of finances • States where the helmet isn’t required, the Elio is considered an Autocycle. Will the new classification open up opportunities for competitors with three wheels who have been previously shut down bring their vehicles back?

III. The challenge

Elio Motors is facing multiple branding problems. The company lacks a clear, strong brand identity. Elio Motors is attempting to appeal to every consumer rather than focus their branding content to one particular market. The company is marketing the Elio as an “and car” as well as marketing it to young adults who lack disposable income to purchase an “and car”. This broadens the brand content, creating an unclear and unfocused iden-tity. Another prominent issue the company is facing is an extreme lack of consumer awareness. The Elio Motors Facebook page has approximately only 190,000 likes opposed to Toyota’s page with 2.2 million likes. The reservations for the car reside at 36,500, further evidence of consumer un-awareness. It is imperative that the company focuses its branding content to one particular market to strengthen its brand identity.

SMART Objectives • Raise consumer awareness by increasing Facebook likes by 50% (based on current numbers 50% is at 9,300) by the start of 2016. • Increase mentions on the internet and print by 30% by the start of 2016. • Raise consumer awareness by increasing website visits by 50% by the start of 2016. • Raise consumer awareness by increasing tour event attendance by 25% by the start of 2016. • Raise consumer consideration by increasing “I Want In” reserva tions by 25% by the start of 2016.

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IV. Branding strategies/V. Communcations framework

This is not a car. The ultimate goal of the “This is not a car.” campaign is to proj-ect the primary mission statement of Elio Motors, to show consumers what Elio Motors stands for. Elio Motors is a revolution and does not fit the stereotype of the standard car. So if it’s not a car, what is it? This campaign is to show consumers what the Elio is and how it can change the vehicle industry as a whole.

• This is not a car. o This is $1,500. o This is 21,000 American jobs. o This is 84 mpg. o This is 5 billion gallons of fuel. o This is color. o This is an experience. o This is a revolution. o This is Elio.

V. Communications framework

Why are we communicating? Elio Motors is facing a lot of challenges because consumers have a predetermined idea of what a car is and should be, which many features of the Elio do not match up with. Because of this, the company is receiv-ing a lot of ridicule and rejection. Elio Motors has a weak brand identi-ty, but a powerful mission statement that can appeal to the personas and target market we have developed. By claiming that the Elio is not a car, but something much more, we can position the vehicle as something com-pletely new and revolutionary, rather than allow it to be compared to what consumers assume a car should be. This campaign will help develop the company’s brand identity and will improve the consumer percep-tion of the vehicle.

Communication Objectives • Show consumers that they are not buying a second car or replacing their current one, but a completely new experience • Position the Elio as a revolution in the transportation industry, something consumers want to be a part of • Project Elio Motor’s powerful mission statement: To provide a fun-to-drive, supereconomical personal transportation alternative, based on a list of consumer-focused “must-haves” that keep our vehicle affordable, safe, and environmentally friendly. We are committed to the American dream, creating American jobs, and bringing American automotive ingenuity to every vehicle we build.

What is the one message we want to convey? Elio Motors is revolutionizing the transportation industry. The Elio is presenting consumers with a completely new way to get around town that does not have to replace their current car. It’s a fun, environ-mentally friendly “and” car that is creating an entirely different experience for drivers. The Elio is not a car; it is so much more.

Who are we communicating to? The target market will include 45-54 year olds who have a large disposable income and an interest in new and upcoming technologies. These people generally live in large cities or suburbs of large cities. They are college graduates and are considered very successful. They have a lot of interest in the newest technological gadgets and also have the financial status to indulge in new products. This target market is very intellectual. They see the world in a state of constant progression and would crave to be a part of the Elio revolution. The personas we identified include three examples of this target market. For example, Howard Chen is a very suc-cessful businessman who is always striving to move forward and believes that his material possessions say a lot about him.

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V. Communcations framework

Where are we proposing to communicate our message?

• Television commercials – Elio Motors will produce television com-mercials projecting the message of the “This is not a car” campaign. The television commercials will be simple, focusing on the “This is not a car” statement, followed by “This is. . . “ statements. A variety of commer-cials will be developed, each focusing a one or a few main messages of the campaign. The commercials will run on the Outdoor channel, the History channel, and other similar stations during prime time hours in order to reach our intended market.• Facebook content – Though Elio Motors has a presence on multiple social media platforms, the target market has the strongest presence of Facebook; therefore, the campaign’s efforts will be geared towards Face-book specifically. The campaign will consist of periodic posts, focusing on the message of the campaign, and directing consumers to the Elio Motors website to learn more about the vehicle. This will help achieve the communication goal of increasing website visits. • Elio App – Because this target market has a strong interest in new technology, smartphones are a strong presence in their daily lives. Elio Motors will utilize mobile advertising and develop a smartphone appli-cation that allows the user to easily research, customize, and reserve their own Elio. Once production has started, the app will allow users to post and share videos and pictures of their Elio experience, strengthening the Elio community. This will in turn increase the consumer conversation and awareness surrounding the company. • YouTube – Elio Motors already has a YouTube presence, but this campaign will seek to further utilize the current YouTube channel. Elio Motors will continue to post video content, promoting the messages of the campaign and keeping consumers up to date on production progress.• Newspaper – This target market is heavy in newspaper use. Elio Mo-tors will reach out to the market through simple newspaper ads, run in the NY Times and other prominent papers, that seek to direct consumers to

the Elio Motors website and the Elio App. • Magazine advertisements – Similar advertisements will be run in magazines as well, considering the target market is heavy in magazine use with the same intent to direct consumers to the Elio Motors website and/or application. Specific magazines will include Runners world, Technology Review, and Popular Science.

When are we communicating? Our SMART and communication objectives are set to be evaluated at the start of 2016; therefore, our communication plan runs the length of the year of 2015.

Monthly: Attend a car show Weekly: Publish content to YouTube and Linked inDaily: Respond to social media comments, questions and remarks Publish content to Facebook and Twitter Maintain the website and the Elio app

Elio Motors posted on Facebook that they don’t attend the car shows because it costs them to enter and the spectators to enter. They should be targeting the car shows as a viable option for promotion because the people attending the car shows already have an interest in vehicles and have the extra money to spend on the entrance fee and their love of cars. The presence of disposable income increases the likelihood that someone would purchase such a vehicle. The branding as an “and” vehicle also falls in line with the car shows. Those who have cars to show at car shows have the expendable income and already have a mindset of having more than one vehicle.

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V. Communcations framework

Monthly Plan:January 2015: Release a new Commercial Release the Elio App 12th-25th: Car Show: North American International Auto Show (Detroit, MI)February 2015: Release a new Print Advertisement 14th-22nd: Car show: Chicago Auto ShowMarch 2015: Release a new Commercial 13th-15th: Car Show: Amelia Island Concours d’EleganceApril 2015: Release a new Print Advertisement 3rd-12th: Car show: New York International Car Show May 2015: Release a new Commercial 30th-June 3rd: Car Show: Cruisin’ Morro Bay Car ShowJune 2015: Release a new Print Advertisement 25th-28th: Car show: Goodwood Festival of SpeedJuly 2015: Release a new Commercial 17th-19th: Syracuse Nationals Classic Car Show 2015 (New York)August 2015: Release a new Print Advertisement 8th-14th: Car Show: Speed Week Land Speed Racing (Bonneville, CA)September 2015: Release a new Commercial 25th-October 18th: Car show: State Fair of TexasOctober 2015:

Release a new Print Advertisement Sept 25- 18: Car show: State Fair of TexasNovember 2015: Release a new Commercial with the start of production date Date yet to be determined: Car Show: Nashville International Car ShowDecember 2015: Release a new Print Advertisement Date yet to be Determined: Car Show: Location to be determined

The goal of this monthly plan is to keep relevant content continuously fed to consumers prior to the Elio production date. This plan will develop and icnrease conversation surrounding the vehicle throughout the year of 2015.

RegionIn order to target the different regions of the United States, we will broad-cast the entire campaign to the country while focusing on the specific ideas according to the region as follows:

North/Northeast: We will publish articles and digital content exploiting the snow and ice capabilities of the Elio to target the need for a weather capable vehicle in this region.South: We will focus on the fact that the Elio will be American made and will create 21000 American Jobs through production, suppliers and indi rect instances to target the strong sense of American pride in the region.West Coast: We will focus strongly on the environmental impacts and the environmental benefits the Elio brings to them through the branding content used in the region in order to appeal to the green movement in the area.

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VI. Communcation costs/Vii. Summary

Central: We will focus on the 84 MPG and the capabilities to go long distances in order to target the region due to its geographical nature.

VI. Communication costs

We have allocated 35 million dollars to the “This is not a car.” campaign. We believe that Elio Motors as a company is not in a financial state to spend much more on a branding strategy. As mentioned before, we will be dividing the communication efforts between television, print media, social media, touring, developing an Elio app, and revamping the company website. The pie chart below shows how we plan to divide the alotted funds:

VII. Summary

The Elio is a new class of automobile that falls into the motorcycle category. This classification has led to Elio Motors making changes to legislature and making headlines for three wheeled vehicles of its kind. Elio has its challenges that they must overcome but their opportunities are great. With nearly thirty seven thousand reservations and counting, there is interest in the Elio that provides hope for the company’s success. With the implementation of “This is not a car; this is Elio,” great success is in the future of Elio not only monetary but innovation in the industry.

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Works cited

Blanco, Sebastian. “Pay a Visit to Elio Motors Factory, Where Life Is Returning.” AutoblogGreen. AutoblogGreen, 18 Oct. 2014. Web. 30 Nov. 2014. <http://green.autoblog.com/2014/10/18/pay-a-vis it-to-elio-motors-factory-where-life-is-returning/#continued>.“Elio Motors.” Elio Motors. Elio Motors, n.d. Web. 30 Nov. 2014. <http:// www.eliomotors.com/>.“Elio’s Newest Option.” Elio’s Newest Option. N.p., n.d. Web. 30 Nov. 2014. <http://us6.campaign-archive1.com/?u=24b 371802c83d81776b06aa68&id=de0a05ab90&e=bfba5a599e>.“Elio Saves Taxes!” Elio Motors Elio Saves Taxes 91914 Comments. Elio Motors, 09 Sept. 2014. Web. 30 Nov. 2014. <http://www.eliomo tors.com/elio-saves-taxes-9-19-14/>.“Elio Tech Talk: Safety Rating.” Elio Tech Talk: Safety Rating. N.p., n.d. Web. 30 Nov. 2014. <http://us6.campaign-archive1. com/?u=24b371802c83d81776b06aa68&id=a7fe98ae23>.Estrada, Zac. “Elio Motors: Our Car Is Better Than Cow Farts.” Jalopnik. Kinja, 21 Apr. 2014. Web. 30 Nov. 2014. <http://jalopnik.com/el io-motors-our-car-is-better-than-cow-farts-1565698921>.“Financials Show That Elio Motors Is Really, Definitely, Not Gonna Happen.” Gas 2. Gas 2, n.d. Web. 30 Nov. 2014. <http%3A%2F%2Fgas2.org%2F2013%2F08%2F16%2Ffina cials-show-that-elio-motors-is-really-probably-not-gonna-hap pen%2F>.Gorzelany, Jim. “Pickup Truck And Hybrid Car Sales Headed In Opposite Directions, But Not Just Because Of Cheaper Gas.” Forbes. Forbes Magazine, 27 Oct. 2014. Web. 30 Nov. 2014. <http://www.forbes. com/sites/jimgorzelany/2014/10/27/pickup-truck-and-hybrid- car-sales-headed-in-opposite-directions-but-not-just-because-of- cheaper-gas/>.Gorzelany, Jim. “The Tiny Three-Wheel Car That Could Be The Next Big Thing.” Forbes. Forbes Magazine, 24 June 2014. Web. 30 Nov. 2014. <http://www.forbes.com/sites/jimgorzela ny/2014/06/24/the-tiny-three-wheel-car-that-could-be-the-next- big-thing/>.

Newell, Graeme. “How Emotional Marketing Turned the Toyota Prius into a Social Revolution.” 602 Communications RSS. 602 Communications, n.d. Web. 30 Nov. 2014. <http://602communica tions.com/2011/08/how-emotional-marketing-turned-the-toyo ta-prius-into-a-social-revolution/>.“The Trunk.” Elio Motors The Trunk 92614 Comments. Elio Motors, 26 Sept. 2014. Web. 30 Nov. 2014. <http://www.eliomotors.com/ the-trunk-92614/>.VanAuken, Brad. “Get Two FREE Chapters Of Brand Aid.” Branding Strategy Insider Toyota Prius Vehicular Selfexpression Comments. Branding Strategy Insider, 10 July 2007. Web. 30 Nov. 2014. <http://www.brandingstrategyinsider.com/2007/07/toyota-prius-ve html#.VGkzp76e9UQ>.“You Will Fit in the Elio | Elio Motors.” Elio Motors Yes You Will Fit in the Elio 9514 Comments. Elio Motors, 15 Sept. 2014. Web. 30 Nov. 2014. <http://www.eliomotors.com/yes-you-will-fit-in- the-elio-9514/>.

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