MCGAVOCK NISSAN/AMARILLO

.
MCGAVOCK NISSAN/AMARILLO - 5201
The objective of this report is to identify key opportunities within your PMA to help drive sales,
revenue & profitability across your new, used and fixed operations
In order to achieve this objective, the following key questions will be addressed:
• How large is the fleet industry in my market?
• How is the Nissan NLC brand performing in my market?
• How does Nissan NLC compare against key competitors locally?
• Which brands are most popular among different commercial customers?
• What are the top SIC Codes in my market?
• How should I focus my sales & marketing efforts? Which vocations?
• Where should I focus my sales & marketing efforts?
• What are the characteristics of firms in my area?
• What is the market potential for my fixed operations?
Definition of Terms
•
•
•
•
•
Limited to Fleet Registrations within Nissan NLC segment
Data as of: Jun-2015
RYTD − Rolling Year-to-Date (Jul-2014 to Jun-2015)
Territory – Custom defined dealer territory (PMA, District, Region, etc.)
Your PMA includes all or some of the following ZIP Codes:
79012, 79015, 79016, 79019, 79042, 79058, 79068, 79091, 79098, 79101, 79102, 79103, 79104, 79105, 79106,
79107, 79108, 79109, 79110, 79111, 79114, 79116, 79117, 79118, 79119, 79120, 79121, 79124, 79159, 79166,
79168, 79172, 79174, 79178, 79185, 79189
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13481-0 | Page 1 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 1,744 firms, with a total of 3,303 segment vehicles
in operation, in my territory
New Vehicles
• Nissan NLC market share in my territory is
− Up compared to last year
− Above the regional average
• FORD is the top competitor in my market
• EDUCATIONAL SERVICES is the SIC2 group with the most
segment vehicles, led by CHEVROLET
• PLUMBING HEATING & AIR CONDITIONING is the SIC4
group with the most additional opportunity for Nissan NLC
Fixed Operations
• There is $6,552 fixed ops revenue potential in my market
assuming between $600-875 per RO(depending on age band)
and 42/14/9% penetration of Nissan NLC VIO
Dealer Location
★
Boundaries
Zip Code
MCGAVOCK NISSAN/AMARILLO - 5201
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
PMA
A-13481-0 | Page 2 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 79 new vehicles registered.
Total Fleet Volume by Zip Code 12 months ending June 2015
• The ZIP code with the most new fleet registrations in the last
12 months is 79109 AMARILLO with 14 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
MCGAVOCK
NISSAN/AMA
RILLO - 5201
Boundaries
Fleet Volume
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-2
2-7
7-9
9-10
A-13481-0 | Page 3 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
How large is the fleet industry in my market by number of firms?
• The ZIP code with the most firms with Nissan NLC segment
vehicles is 79109 AMARILLO with 806 firms who have total of 317
vehicles in their fleets.
Number of firms by Zip Code
This map displays number of firms owning Sprinter segment vehicles by ZIP code.
Dealer Location
★
MCGAVOCK
NISSAN/AMA
RILLO - 5201
Boundaries
Number of firms
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-0
0-1
1-1
1-2
A-13481-0 | Page 4 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 15.19% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 79109 AMARILLO,
Nissan NLC's share is 7.14%.
• In the largest Nissan NLC volume ZIP code, 79108 AMARILLO,
Nissan NLC's share is 85.71% with 6 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
MCGAVOCK
NISSAN/AMARILLO 5201
Boundaries
RYTD Share
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0.03.38
3.3810.13
10.1320.25
20.2533.76
33.76100.0
A-13481-0 | Page 5 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 39.24% of the market,
24.05 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
4%
8%
39%
15%
FORD
RAM
CHEVROLET
NISSAN
MERCEDES-BENZ
GMC
FREIGHTLINER
16%
16%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
35
30
25
20
15
10
5
0
CHEVROLET
FORD
FREIGHTLINER
GMC
MERCEDES-BENZ
NISSAN
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
RAM
A-13481-0 | Page 6 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• The commercial group where Nissan NLC's share is strongest is None with 0% of the total segment volume owned by that category.
• Nissan NLC's next strongest customer group locally is None with 0% of that market.
Brand Share by Top 10 SIC2 Group
FORD
RAM
CHEVROLET
MERCEDES-BENZ
OTHERS
100%
80%
60%
40%
20%
AUTO REPAIR SERVICES &
PARKING / RENTAL
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
COMMUNICATIONS
HEAVY CONSTRUCTION
EXCEPT BUILDING
MISCELLANEOUS
REPAIR
SERVICES
ADMIN-ENVIRONMENTAL
QUALITY PROGRAMS
BUSINESS
SERVICES
EDUCATIONAL
SERVICES
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13481-0 | Page 7 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 20 registrations across 15
firms. This is:
−
−
100.00% of all segment registrations
100.00% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
ADMIN-ENVIRONMENTAL
QUALITY PROGRAMS
HEAVY CONSTRUCTION
EXCEPT BUILDING
EDUCATIONAL
SERVICES
AUTO REPAIR SERVICES &
PARKING/RENTAL
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
COMMUNICATIONS
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
MISCELLANEOUS
REPAIR SERVICES
BUSINESS
SERVICES
4.0
3.5
3.0
2.5
2.0
1.5
1.0
0.5
0.0
4.8
4.2
3.6
3.0
2.4
1.8
1.2
0.6
0.0
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 4 registrations and 3 firms
−
−
100.00% of all segment registrations within the
category
100.00% of all firms in the SIC group
Number of Firms
Number of Vehicles
4.0
4.0
3.5
3.5
3.0
3.0
2.5
2.5
2.0
2.0
1.5
1.5
1.0
1.0
0.5
0.5
0.0
PLUMBING HEATING & AIR CONDITIONING
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
ROOFING SIDING & SHEET METAL WORK
0.0
A-13481-0 | Page 8 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
PLUMBING HEATING & AIR CONDITIONING is the
SIC4 group with the greatest additional opportunity – 0
units if Nissan NLC's overall share of 0.00% within the
SIC2 group is achieved.
Total
Vehicles
SIC4 within
Plumbing Heating & Air Conditioning
Roofing Siding & Sheet Metal Work
Nissan
NLC
Volume
Nissan
NLC
Share
3
0%
1
0%
Additional
Opportunity
Top 10 Vehicles within SIC4 PLUMBING HEATING & AIR CONDITIONING
FORD ECONOLINE 250UND
1
FORD TRANSIT VAN
TSTT25
1
RAM PROMASTER 250HI
1
OTHER
0.0
0.5
1.0
1.5
2.0
2.5
3.0
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
3.5
4.0
A-13481-0 | Page 9 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
Where should I focus my sales and marketing effort?
• Of the top 5 industry volume zips, Nissan NLC's share trails
its territory average most in 79118
• Increasing to territory average in that ZIP would result in 2
additional units
79109
Amarillo
79106
Amarillo
79101
Amarillo
79110
Amarillo
79118
Amarillo
Make
PMA
Volume
PMA
Share
Volume
14
12
11
10
10
MERCEDESBENZ
6
7.6%
ZIP Volume
0
1
0
2
2
ZIP Share
0.0%
8.3%
0.0%
20.0%
20.0%
ZIP + / - Share
<7.6>
0.7
<7.6>
12.4
12.4
• There are 12,039 firms located in that same ZIP code
• Overall, there are 48,854 firms in the top 5 ZIPs
Top 5 ZIPs
NISSAN
12
RAM
13
CHEVROLET
FORD
13
31
15.2%
16.5%
16.5%
39.2%
ZIP Volume
1
0
2
1
0
ZIP Share
7.1%
0.0%
18.2%
10.0%
0.0%
ZIP + / - Share
<8>
<15.2>
3
<5.2>
<15.2>
ZIP Volume
6
2
2
1
0
ZIP Share
42.9%
16.7%
18.2%
10.0%
0.0%
ZIP + / - Share
26.4
0.2
1.7
<6.5>
<16.5>
ZIP Volume
1
3
0
4
4
ZIP Share
7.1%
25.0%
0.0%
40.0%
40.0%
ZIP + / - Share
<9.3>
8.5
<16.5>
23.5
23.5
ZIP Volume
6
6
5
2
2
ZIP Share
42.9%
50.0%
45.5%
20.0%
20.0%
ZIP + / - Share
3.6
10.8
6.2
<19.2>
<19.2>
# Firms by ZIP
79109
79106
79101
79110
79118
0K
3K
6K
9K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
12K
15K
18K
A-13481-0 | Page 10 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
What are the characteristics of firms in my area?
• The majority of firms in my area have
−
−
20-49 employees (20.00%)
10-19 employees (13.33%)
Firms by Total Number of Employees
7
6
5
4
3
2
1
0
50-99
$2500 4999
$5000 9999
0/unknown
20-49
$1000 - 2499(20.00%)
$1 - 499(13.33%)
10-19
−
−
5-9
1-4
• The majority of firms in my area have annual sales (in
thousands) of
Firms by Annual Sales Volume (in thousands)
7
6
5
4
3
2
1
0
$0/unknown
$1000 2499
$500 - 999
$1 - 499
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13481-0 | Page 11 of 12
Polk's Territory Pro Report − MCGAVOCK NISSAN/AMARILLO - 5201 | Data as of: Jun-2015
What is the market potential for my fixed operations?
• Assuming an average Repair Order value of $600/825/875 and
42/14/9% penetration (1 visit) of all Nissan NLC vehicles in operation in
your territory, there is $6,552 in total fixed operations potential.
Nissan NLC Units in Operations by ZIP
• The Labor & Parts Potential listed above assumes a 50/50 Labor/Parts
ratio
• The highest concentrations of Nissan NLC vehicles are in:
−
−
−
79108 - 7 Units
79101 - 4 Units
79015 - 3 Units
• These 3 ZIPs account for 53.85% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
26
26
Labor Potential
$3,276
$3,276
Parts Potential
$3,276
$3,276
Total Fixed Ops Potential
$6,552
$6,552
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
MCGAVOCK
NISSAN/AMAR
ILLO - 5201
VIO
Zip Code
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0-0
0-1
1-5
5-6
6-7
A-13481-0 | Page 12 of 12