Tech
How Automakers Sell Expensive Versions Of Cheap Cars
More and more automakers are selling expensive versions of decidedly less expensive cars. Car companies sometimes sell up to 15 different versions of a single model at different price points and with different features, such as engines, trims, and paint.
Dodge has two car models, the Challenger and the Charger, but sells nine different versions of the Charger and a whopping 16 different versions of the Challenger.
Sedans and other traditional passenger cars are losing their grip on American consumer appetites, but automakers are still finding ways to make money on at least some of them, by doing more with less.
Offering different trims, or sharing parts and platforms is nothing new, but the pace at which companies are developing new packages has increased over the last decade or so, said IHS Markit analyst Stephanie Brinley.
Advancements in engineering and computing power give automakers a greater range of different features they can package in different ways, such as a variety of engines and powertrains, drive mode settings, cabin features and others things.
“The amount of computing power you have today is phenomenal,” Brinley told CNBC. That has opened up a lot of new opportunities for engineering teams and allows them to turn out new products a lot faster.
“It does feel like the pace has quickened,” she said.
The segments catering to enthusiasts, such as sports cars and “muscle cars,” tend to have the most success with this strategy.
“These are high-image vehicles sold to people who are enthusiastic and passionate about what they drive, and they like to feel the car they have is special,” she said.
And the cars often are special, with changes to the vehicle’s engineering that suit it better to certain driving situations.
Ford recently added another trim to its Mustang GT, which itself is already a step up from the base model Mustang.
The Performance Pack Level 2 is a $6,500 package that gives the GT some extra features, like wider wheels and street-legal tires that can also perform well on a track.
The option will only cater to a small demographic. Ford is only selling it in North America and it is only available on manual transmission Mustangs.
It follows the first-level GT Performance Package, which is about half the price and has some of the features in the Level 2. Bumping up the chain a bit there is the Shelby GT350, which starts at $57,240, about $30,000 more than the base model.
It’s the same for the Dodge. The Challenger, for example, starts at about $27,000. But halfway up the long chain of trim levels, the Challenger R/T Scat Pack has 485 horsepower compared with the base model’s 305, and costs about $39,000.
At the top, there is the Dodge Hellcat Widebody which starts at $71,495.
And it is also about meeting customer demand, Brinley said, as many enthusiasts who buy these vehicles want a lot of these features. There is already a pretty large business in aftermarket parts for these vehicles and shops that perform custom work.
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How Automakers Sell Expensive Versions Of Cheap Cars | CNBC
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Media executives, including Jimmy Pitaro, Chris Winfrey, Anjali Sud and Jeff Zucker, share their predictions about what the TV market will look like three years from now with CNBC’s Alex Sherman and Lillian Rizzo.
Chapters:
0:00 Introduction
1:22 In three years, will we have hit a floor on cable TV subscribers?
2:41 What’s one thinkg that will become a TV industry standard that doesn’t exist today?
4:22 Will there be a major government action to prevent a Big Tech company from getting bigger in the entertainment industry?
6:01 Are we in a sports ratings bubble?
8:34 What is another service you think will gain significant market share?
Produced, Shot and Edited by Devan Burris
Reported and Hosted by Alex Sherman and Lillian Rizzo
Senior Managing Producers: Shawn Baldwin and Jordan Smith
Senior Director of Video: Lindsey Jacobson
Animation by: Jason Reginato
Additional Camera by: Rowan Buck
Additional Footage: Getty Images
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What Will TV Look Like In 3 Years?
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CNBC’s Contessa Brewer tests out the new tech that will fuel profits for the boating industry.
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Watch AI Dock A Boat
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Apple 9.7-inch iPad Pro available March 31 | CNBC
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Software defined vehicles offer advantages their analog rivals can‘t compete with. But the hardware and software in them needs to be maintained, and some owners have found their cars suddenly obsolete or without key features. CNBC talked with industry figures, including Rivian Chief Software Officer Wassym Bensaid about the promise of software defined vehicles and how his company is trying to handle the challenges this new form of ownership poses.
Chapters:
00:00 Introduction
01:22 Chapter 1: Software-defined cars
02:34 Chapter 2: The problem
04:39 Chapter 3: Keep it running
Produced by: Robert Ferris
Shot and edited by: Darren Geeter
Additional Camera: Andrew Evers
Senior Managing Producer: Tala Hadavi
Additional footage: Getty Images
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Why High Tech Cars Might Age Like Smartphones
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South Korean chip giant SK Hynix, which makes the majority of the world’s high-bandwidth memory chips for artificial intelligence, is undergoing the world’s largest memory fab buildout, betting $720 billion to triple capacity by 2034. This secretive memory king is also the hottest new entrant to the U.S. market, following a blockbuster Nasdaq debut in July.
SK Hynix, whose market cap has jumped more than fivefold in the past year and now tops $1 trillion, is making a big bet that extreme demand from AI is here to stay. Soaring memory prices exacerbated by capacity constraints are changing the fabric of the classic boom-and-bust industry, with AI chip giants like Nvidia willing to take on more risk as they scramble to secure supply. This is a never before seen look inside the highly secured company from the largest factory being built in South Korea to an inside look at a cleanroom where memory is made, to SK Hynix’s first ever U.S. facility coming in Indiana.
Plus, CNBC’s Katie Tarasov got a rare chance to sit down with SK Group Chairman Chey Tae-won and SK Hynix technology leads to ask about the huge risks they’re taking in hopes that AI has changed the memory business for good.
Chapters:
0:00 Introduction
2:09 $720 billion chip bet
8:23 Making HBM in a hurry
12:43 Boom and bust?
17:42 Coming to America
Reporter and Producer: Katie Tarasov
Senior Director of Video: Jeniece Pettitt
Edited by: Erin Black, Andrew Evers
Additional Camera: Richard Larkin, Nenad Simic
Animation: Jason Reginato, Emily Park, Christina Locopo
Additional Footage: SK Hynix, AMD, Samsung, Micron, Getty Images, Solidigm, ASML
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