Premium price without premium brand status
To achieve premium brand/product status, you must first get your brand on the consumer radar and have mass awareness of your brand and product. The new lifted truck market has existed for over a decade. With no truck upfit brands and brand status with consumers, they charge premium pricing for their products, even if they use the best components! Premium brand status comes AFTER establishing your product in the marketplace, and the end consumer dictates it. FOX's upfit business, in particular, is contracting because dealers have issues moving these products off their lots. The sizeable overhead expense of having multiple upfit brands stays consistent, and organic growth needs to happen. FOX has increased package pricing dramatically to keep the lights on, pushed pricing above the product pricing ceiling, and is getting ready to sell off the SCA Group. Yes, dealers set the package pricing charge; however, when you have a $60K MSRP truck with an additio...