YARK NISSAN

.
YARK NISSAN - 3545
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:
43504, 43515, 43528, 43533, 43540, 43558, 43560, 43604, 43605, 43606, 43607, 43608, 43610, 43611, 43612,
43613, 43615, 43616, 43617, 43620, 43623, 43635, 43652, 43656, 43657, 43660, 43661, 43666, 43667, 48131,
48133, 48144, 48182, 49221, 49228, 49229, 49238, 49248, 49256, 49267, 49268, 49270, 49276, 49279
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13137-0 | Page 1 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 3,848 firms, with a total of 6,095 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
• CONSTRUCTION-SPECIAL TRADE CONTRACTORS 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 $11,088 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
YARK NISSAN - 3545
©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-13137-0 | Page 2 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 206 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 43612 TOLEDO with 38 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
YARK
NISSAN 3545
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
0-4
4-12
12-16
16-17
A-13137-0 | Page 3 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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 43560 SYLVANIA with 235 firms who have total of 471
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
★
YARK
NISSAN 3545
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
0-1
1-3
3-3
3-4
A-13137-0 | Page 4 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 6.31% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 43612 TOLEDO, Nissan
NLC's share is 5.26%.
• In the largest Nissan NLC volume ZIP code, 43604 TOLEDO,
Nissan NLC's share is 13.64% with 3 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
Boundaries
RYTD Share
Zip Code
★
YARK NISSAN - 3545
PMA
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
0.0-1.4
1.44.21
4.218.41
8.4114.02
14.02100.0
A-13137-0 | Page 5 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is FORD with 38.83% of the market,
32.52 points ahead of Nissan NLC.
Share of Overall Fleet Market
0%
6%
6%
11%
39%
12%
FORD
CHEVROLET
GMC
RAM
MERCEDES-BENZ
NISSAN
FREIGHTLINER
26%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
90
75
60
45
30
15
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-13137-0 | Page 6 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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
CHEVROLET
GMC
RAM
OTHERS
100%
80%
60%
40%
20%
ELECTRIC GAS &
SANITARY SERVICES
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
STONE CLAY GLASS &
CONCRETE PRODS MFRS
MISCELLANEOUS
REPAIR
SERVICES
AUTOMOTIVE DEALERS &
SERVICE STATIONS
LOCAL / SUBURBAN
TRANSIT & HWY
PASSENGER
EDUCATIONAL
SERVICES
ELECTRONIC & OTHER
ELECTRICAL EQUIP MFR
MISCELLANEOUS
SERVICES NEC
WHOLESALE
TRADE-DURABLE GOODS
/ ELECTRICAL
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13137-0 | Page 7 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 97 registrations across 41
firms. This is:
−
−
85.84% of all segment registrations
71.93% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
6
0
0
ELECTRIC GAS &
SANITARY SERVICES
12
3
EDUCATIONAL
SERVICES
6
AUTOMOTIVE DEALERS &
SERVICE STATIONS
18
STONE CLAY GLASS &
CONCRETE PRODS MFRS
9
WHOLESALE
TRADE-DURABLE
GOODS/ELECTRICAL
24
MISCELLANEOUS
SERVICES NEC
12
LOCAL/SUBURBAN
TRANSIT & HWY
PASSENGER
30
ELECTRONIC & OTHER
ELECTRICAL EQUIP MFR
15
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
36
MISCELLANEOUS
REPAIR SERVICES
18
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 32 registrations and 15 firms
−
−
96.97% of all segment registrations within the
category
93.75% of all firms in the SIC group
Number of Firms
Number of Vehicles
12
24
10
20
8
16
6
12
4
8
2
4
0
PLUMBING HEATING &
AIR CONDITIONING
ELECTRICAL WORK
FLOOR LAYING & OTHER
FLOOR WORK NEC
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
CARPENTRY WORK
0
A-13137-0 | Page 8 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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
Electrical Work
Floor Laying & Other Floor Work Nec
Carpentry Work
Nissan
NLC
Volume
Nissan
NLC
Share
19
0%
10
0%
3
0%
1
0%
Additional
Opportunity
Top 10 Vehicles within SIC4 PLUMBING HEATING & AIR CONDITIONING
5
GMC SAVANA 250UND
CHEVROLET EXPRESS
G20UND
4
CHEVROLET EXPRESS
G30UND
4
GMC SAVANA 350UND
4
FORD TRANSIT CONNECT
VAN XLUND
1
FORD TRANSIT VAN
TSTT25
1
OTHER
0
1
2
3
4
5
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
6
A-13137-0 | Page 9 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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
• Increasing to territory average in that ZIP would result in 0
additional units
43612
Toledo
43615
Toledo
43604
Toledo
43613
Toledo
43560
Sylvania
Make
PMA
Volume
PMA
Share
Volume
38
23
22
18
17
MERCEDESBENZ
13
6.3%
ZIP Volume
1
2
0
0
2
ZIP Share
2.6%
8.7%
0.0%
0.0%
11.8%
ZIP + / - Share
<3.7>
2.4
<6.3>
<6.3>
5.5
• There are 10,661 firms located in that same ZIP code
• Overall, there are 46,566 firms in the top 5 ZIPs
Top 5 ZIPs
RAM
22
GMC
24
CHEVROLET
FORD
53
80
10.7%
11.7%
25.7%
38.8%
ZIP Volume
6
4
1
4
4
ZIP Share
15.8%
17.4%
4.5%
22.2%
23.5%
ZIP + / - Share
5.1
6.7
<6.1>
11.5
12.8
ZIP Volume
6
2
4
3
0
ZIP Share
15.8%
8.7%
18.2%
16.7%
0.0%
ZIP + / - Share
4.1
<3>
6.5
5
<11.7>
ZIP Volume
13
5
11
3
2
ZIP Share
34.2%
21.7%
50.0%
16.7%
11.8%
ZIP + / - Share
8.5
<4>
24.3
<9.1>
<14>
ZIP Volume
10
9
3
8
9
ZIP Share
26.3%
39.1%
13.6%
44.4%
52.9%
ZIP + / - Share
<12.5>
0.3
<25.2>
5.6
14.1
# Firms by ZIP
43612
43615
43604
43613
43560
0K
2K
4K
6K
8K
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
10K
12K
14K
A-13137-0 | Page 10 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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 (17.54%)
10-19 employees (15.79%)
Firms by Total Number of Employees
12
10
8
6
4
2
0
$50000 99999
0/unknown
1000-4999
$20000 49999
5000-9999
250-499
100-249
50-99
20-49
$1 - 499(21.05%)
$500 - 999(14.04%)
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)
14
12
10
8
6
4
2
0
$0/unknown
$100000 499999
$10000 19000
$5000 9999
$2500 4999
$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-13137-0 | Page 11 of 12
Polk's Territory Pro Report − YARK NISSAN - 3545 | 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 $11,088 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:
−
−
−
43617 - 9 Units
43615 - 6 Units
43612 - 5 Units
• These 3 ZIPs account for 45.45% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
44
44
Labor Potential
$5,544
$5,544
Parts Potential
$5,544
$5,544
$11,088
$11,088
Vehicle in Operation
Total Fixed Ops Potential
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
YARK NISSAN
- 3545
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
0-2
2-6
6-7
7-8
A-13137-0 | Page 12 of 12