SID DILLON NISSAN

.
SID DILLON NISSAN - 3711
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:
68003, 68017, 68037, 68058, 68065, 68301, 68304, 68307, 68313, 68317, 68324, 68330, 68331, 68333, 68336,
68339, 68341, 68343, 68344, 68347, 68349, 68358, 68359, 68360, 68366, 68368, 68372, 68402, 68404, 68405,
68407, 68413, 68418, 68419, 68423, 68428, 68430, 68434, 68438, 68443, 68446, 68454, 68460, 68461, 68462,
68463, 68465, 68501, 68502, 68503, 68504, 68505, 68506, 68507, 68508, 68509, 68510, 68512, 68514, 68516,
68517, 68520, 68521, 68522, 68523, 68524, 68526, 68527, 68528, 68529, 68531, 68532, 68542, 68544, 68583,
68588
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
A-13462-0 | Page 1 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
PMA Overview / Key Points / Action Items
ZIP Codes within Territory
VIO
•
There are 2,697 firms, with a total of 6,275 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
• CHEVROLET is the top competitor in my market
• CONSTRUCTION-SPECIAL TRADE CONTRACTORS is the
SIC2 group with the most segment vehicles, led by FORD
• ELECTRICAL WORK is the SIC4 group with the most
additional opportunity for Nissan NLC
Fixed Operations
• There is $9,072 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
SID DILLON NISSAN - 3711
©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-13462-0 | Page 2 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
How large is the fleet industry in my market by registrations?
• The total industry in the market is 216 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 68510 LINCOLN with 37 vehicles registered.
This map displays Nissan NLC segment fleet volume by ZIP code.
Dealer Location
★
SID DILLON
NISSAN 3711
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.
0-1
1-8
8-24
24-31
31-33
A-13462-0 | Page 3 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | 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 68516 LINCOLN with 1000 firms who have total of 342
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
★
SID DILLON
NISSAN 3711
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-13462-0 | Page 4 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
How is the Nissan NLC brand performing in my market?
• Overall Nissan NLC market share is 6.48% in my territory.
Share by Zip Code 12 months ending June 2015
• In the largest industry volume ZIP code, 68510 LINCOLN, Nissan
NLC's share is 5.41%.
• In the largest Nissan NLC volume ZIP code, 68505 LINCOLN,
Nissan NLC's share is 50% with 3 units.
This map displays Nissan NLC share performance throughout the PMA, highlighting areas of both strength and
opportunity.
Dealer Location
★
SID DILLON NISSAN 3711
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.
0.01.44
1.444.32
4.328.64
8.6414.4
14.4100.0
A-13462-0 | Page 5 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
How is the Nissan NLC compare against key competitors locally?
•
The top competitor in my territory is CHEVROLET with 42.13% of the
market, 35.65 points ahead of Nissan NLC.
Share of Overall Fleet Market
1%
2%
6%
9%
42%
CHEVROLET
FORD
RAM
NISSAN
GMC
MERCEDES-BENZ
39%
Brand share of the overall fleet market within the territory compared against local competition
New Registration by Make
Business
Government
Individual
105
90
75
60
45
30
15
0
CHEVROLET
FORD
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-13462-0 | Page 6 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | 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 BUSINESS SERVICES with 20% of the total segment volume owned by that category.
• Nissan NLC's next strongest customer group locally is CONSTRUCTION-SPECIAL TRADE CONTRACTORS with 3% of that market.
Brand Share by Top 10 SIC2 Group
NISSAN
CHEVROLET
FORD
RAM
OTHERS
GMC
100%
80%
60%
40%
20%
MISCELLANEOUS
REPAIR
SERVICES
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
PERSONAL / FUNERAL
SERVICE & CREMATORIES
COMMUNICATIONS
AUTO REPAIR SERVICES &
PARKING / RENTAL
BUSINESS
SERVICES
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
MISCELLANEOUS
RETAIL
WHOLESALE
TRADE-NONDURABLE
GOODS
INSURANCE AGENTS
BROKERS & SERVICE
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
0%
A-13462-0 | Page 7 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
Which brands are most popular among different commercial customers?
• In the top 10 SIC codes there were 98 registrations across 34
firms. This is:
−
−
80.33% of all segment registrations
64.15% of all firms
Top 10 SIC Codes in PMA
Number of Firms
Number of Vehicles
0
EXECUTIVE LEGISLATIVE
& GENERAL GOVT
5
0
PERSONAL/FUNERAL
SERVICE & CREMATORIES
10
2
AUTO REPAIR SERVICES &
PARKING/RENTAL
4
WHOLESALE
TRADE-NONDURABLE
GOODS
15
MISCELLANEOUS
RETAIL
20
6
COMMUNICATIONS
25
8
CONSTRUCTION-SPECIAL
TRADE CONTRACTORS
30
10
INSURANCE AGENTS
BROKERS & SERVICE
12
MISCELLANEOUS
REPAIR SERVICES
35
BUSINESS
SERVICES
14
SIC4 Subgroups within CONSTRUCTION-SPECIAL TRADE CONTRACTORS
• Within CONSTRUCTION-SPECIAL TRADE CONTRACTORS,
the top 3 subgroups account for 31 registrations and 13 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
8
24
7
21
6
18
5
15
4
12
3
9
2
6
1
3
0
ELECTRICAL WORK
SPECIAL TRADE CONTRACTORS NEC
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.
0
A-13462-0 | Page 8 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | Data as of: Jun-2015
How should I focus my sales and marketing efforts?
•
ELECTRICAL WORK is the SIC4 group with the greatest
additional opportunity – 1 units if Nissan NLC's overall
share of 3.23% within the SIC2 group is achieved.
Nissan
NLC
Share
Additional
Opportunity
17
0%
1
3
0%
1
9%
0
Total
Vehicles
SIC4 within
Electrical Work
Special Trade Contractors Nec
Plumbing Heating & Air Conditioning
11
Nissan
NLC
Volume
1
Top 10 Vehicles within SIC4 ELECTRICAL WORK
CHEVROLET EXPRESS
G20UND
5
FORD TRANSIT VAN
TSTT25
4
RAM PROMASTER 250HI
3
FORD TRANSIT CONNECT
VAN XLTUND
2
FORD TRANSIT VAN
TSTT35
2
1
RAM PROMASTER 150STD
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-13462-0 | Page 9 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | 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 68588
• Increasing to territory average in that ZIP would result in 2
additional units
Top 5 ZIPs
68510
Lincoln
68588
Lincoln
68502
Lincoln
68507
Lincoln
68512
Lincoln
Make
PMA
Volume
PMA
Share
Volume
37
20
19
19
19
GMC
4
1.9%
ZIP Volume
0
0
0
1
0
• There are 13 firms located in that same ZIP code
NISSAN
14
6.5%
• Overall, there are 25,634 firms in the top 5 ZIPs
RAM
20
FORD
9.3%
84
CHEVROLET
38.9%
91
42.1%
ZIP Share
0.0%
0.0%
0.0%
5.3%
0.0%
ZIP + / - Share
<1.9>
<1.9>
<1.9>
3.4
<1.9>
ZIP Volume
2
0
0
0
0
ZIP Share
5.4%
0.0%
0.0%
0.0%
0.0%
ZIP + / - Share
<1.1>
<6.5>
<6.5>
<6.5>
<6.5>
ZIP Volume
3
0
2
2
0
ZIP Share
8.1%
0.0%
10.5%
10.5%
0.0%
ZIP + / - Share
<1.2>
<9.3>
1.3
1.3
<9.3>
ZIP Volume
16
7
6
11
7
ZIP Share
43.2%
35.0%
31.6%
57.9%
36.8%
ZIP + / - Share
4.4
<3.9>
<7.3>
19
<2>
ZIP Volume
16
13
11
5
11
ZIP Share
43.2%
65.0%
57.9%
26.3%
57.9%
ZIP + / - Share
1.1
22.9
15.8
<15.8>
15.8
# Firms by ZIP
68510
68588
68502
68507
68512
0
1,500
3,000
4,500
6,000
©2013 R. L. Polk & Co. All rights reserved. Proprietary and confidential. Reproduction, modification, distribution or republication without prior written consent is strictly prohibited.
7,500
9,000
A-13462-0 | Page 10 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | 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 (20.75%)
1-4 employees (18.87%)
Firms by Total Number of Employees
14
12
10
8
6
4
2
0
$50000 99999
0/unknown
250-499
$20000 49999
1000-4999
100-249
50-99
20-49
$1 - 499(28.30%)
$5000 - 9999(13.21%)
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)
18
15
12
9
6
3
0
$0/unknown
$100000 499999
$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-13462-0 | Page 11 of 12
Polk's Territory Pro Report − SID DILLON NISSAN - 3711 | 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 $9,072 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:
−
−
−
68502 - 5 Units
68516 - 5 Units
68504 - 4 Units
• These 3 ZIPs account for 38.89% of all Nissan NLC vehicles in
operation.
0<4
Years
Total
Potential
36
36
Labor Potential
$4,536
$4,536
Parts Potential
$4,536
$4,536
Total Fixed Ops Potential
$9,072
$9,072
Vehicle in Operation
This map displays the distribution of Nissan NLC VIO in my territory.
Boundaries
Dealer Location
★
SID DILLON
NISSAN - 3711
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
1-3
3-4
4-5
A-13462-0 | Page 12 of 12