There is no better example of company and product differentiation than automobile manufacturers.
Consumer Reports in its 2016 Annual Auto issue presented an overview on 36 brands. Here’s are some examples:
- Acura – Honda’s premium brand positions above the mainstream but below Lexus and European luxury competitors.
- Lincoln is Fords luxury brand that offers models that are plusher and better equipped than its competitors.
- Toyota builds solid, efficient, and reliable vehicles that do everything well.
- Mercedes-Benz vehicles offer a plush ride, quietness, an impeccable interior, advanced safety systems and crisp handling.
With 36 brands and numerous models within each brand there are multiple ways for each manufacturer to differentiate itself in the market. Of course the real test is to execute product design and engineering and to analyze the auto buying market.