New Mobility Tech Challenges PTVs

Posted on February 4, 2020 by Marc Cesare

Cruise Origin offers mobility through autonomous driving — The recently announced Cruise Origin self-driving vehicle that GM plans to start building in 2022. A potential threat to PTVs in gated communities?

The Mobility Tech Challenge

New urban and micro mobility technology creates a potential challenge to the existing players in the PTV market. This technology is wide ranging from electric skateboards and electric bikes to three-wheeled and larger autonomous vehicles. While the technology is typically discussed in the context of the urban environment, it can also be well suited to the gated and vacation community markets. These alternative mobility technologies do not provide a head-on, direct competition to PTVs, but neither are they merely tangential. They can challenge the existing PTV players by taking multiple, smaller slices of the market pie. In addition, they are attracting a host of new players and new investment.

Electric Bikes & Scooters

The gated and vacation community skews older so skateboards are probably out, and at first glance electric bikes and electric scooters (Vespa like) may not seem to make sense. However, electric bikes and scooters can offer a slice of the market an alternative transportation experience. An electric pedal assist bike can provide exercise without as much exertion as a traditional bike. In addition, if you already bike, it extends your existing trip range and experiences. Scooters offer an alternative to PTVs for quick single or two-person trips. This technology can also be applied in the form of a bike or scooter share program, providing access to the whole community. A share program would seem well suited to a planned community that has a large enough population and well planned out destination points.

Pros

They are fun to ride and, in the case of bikes, can provide additional exercise opportunities. They are a less expensive alternative, especially if you need an occasional second mode of transportation and have a small footprint. Furthermore, their speed range fits well in the low speed planned community environment. They can also be used to venture outside the community with likely less restrictions than PTVs.

Cons

On the other hand these modes of transportation have some drawbacks that limits their appeal. First, they can only accommodate one or maybe two people in the case of scooters. They have limited carrying capacity for running errands. They also do not provide any protection from the elements or as much collision protection from other vehicles as a PTV does. In addition, older folks may not feel as physically capable of operating these vehicles. Although, the low speed and well planned roadways can ameliorate this issue to some degree.

Three-wheelers & Autonomous Vehicles

Arcimoto Fun Utility Vehicle - FUV — The electric powered Arcimoto Fun Utility Vehicle (FUV) is just coming to market.

On the other end of the spectrum you have larger multi-passenger vehicles that provide a more direct competition to existing PTVs. Vehicles like the FUV can carry two passengers or one with cargo. As a three-wheeler, the FUV can operate at higher speeds and has no restrictions for venturing outside of communities on public roads. At the same time, this vehicle can be speed limited for golf course and planned community use. With autonomous vehicles planned community residents could displace at least some of their PTV usage, and possibly all of it if the the service is robust enough.

Pros

With the ability to travel from golf course to community roads to public roads, the three-wheeled vehicle offers greater versatility than PTVs. Capable of higher speeds, it also has greater functionality than PTVs for certain use scenarios. For autonomous vehicles, the low-speed, well-defined and relatively limited planned community road networks offer an ideal environment. For residents less inclined or capable of driving a PTV, they provide a method to maintain mobility.

Cons

The FUV is currently much more expensive than PTVs and even LSVs. Therefore, customers may not find the increased versatility and functionality worth the price. They also are limited to two passengers, and as a result are less useful for family outings. For autonomous vehicles the technology is still in the development phase. In addition, some customers may prefer the convenience, customization and the statement made by owning a PTV. Furthermore, the cost of this type of service is not currently known.

New Players, Investment & Disruptive Innovation

An additional aspect of urban and micro mobility that PTV manufacturers must contend with is the increased number of market players, capital investment and disruptive product innovations that the technology brings. For example, Harley Davidson and Jeep have revealed at least prototype electric bikes. Completely new companies like Arcimoto have entered the market. Tech companies like Alphabet (Google) and traditional auto manufacturers are developing highly sophisticated autonomous vehicle technology. In addition, you have ride share companies.

PTV manufacturers are potentially at a disadvantage because they have neither the focus of disruptive startups or the financial resources of much larger companies. On the other hand, they do possess strong knowledge of the market and a distribution network to serve the market. They also have experience in developing and manufacturing electric vehicles in a highly competitive environment.

Potential Strategies

One strategy for PTV manufacturers to take is to start developing new mobility platforms themselves. The question is whether they have enough resources and commitment. They would have to balance maintaining their current product lines while trying to introduce entirely new a category of products. Another strategy would be to leverage their distribution and marketing expertise by acquiring or partnering with new market entrants to launch to product categories. They could also decide to keep improving their existing products and manufacturing efficiency. As a result, they could maintain or lower prices while increasing the value of their products. Therefore, new entrants could find market entry to difficult or limited to niche markets. However, compared to the other two strategies, this strategy offers less upside. In addition, it still leaves them vulnerable to a disruptive technology. The first two strategies provides the opportunity to potentially expand into urban markets.

Marc Cesare, Smallvehicleresource.com

New Strategy For Club Car?

Posted on October 26, 2019 by Marc Cesare

Club Car 411 utility vehicle — The Club Car 411 is the result of partnering with AEV Technologies.

My colleague Stephen Metzger discusses Club Car’s product development strategy in a new article. In particular, he analyzes Club Car’s partnership with AEV Technologies and the resulting offering, the Club Car 411 utility vehicle. Rather than develop the vehicle in-house, which Club Car has the capabilities to do, they decided to go outside. Is management embracing a new approach to product development or is this just a one-off exercise? In addition, an interview with Brian Rott, President Cart Mart in California, discusses how the 411 fits in the market.

Road Use Regulation Roundup – October 2019

Posted on October 18, 2019 by Marc Cesare

Road Use Regulation Summary

Road use regulations for golf cars, LSVs, ATVs and UTVs that have been passed or are being considered at the state, county and city levels since June, 2019 are summarized below.

The majority of the ordinances expand the use of golf cars, LSVs, or UTVs on city streets.

Most of the legislative activity is occurring in the Midwest

Road Use Regulation By Location

Wisconsin – Title fees for low speed vehicles will increase from $62 to $157, similar to other vehicles.

Barnegat Light, NJ – The Council, after earlier tabling an ordinance that would allow the use of golf cars on certain city streets, have decided to not pursue the issue further. A critical issue was that the vehicles would have to cross a higher speed road, which would require an exception to state law.

Brazil, IN – Residents registered nearly 100 golf carts and off-road UTVs since an ordinance passed in February, 2019.

Wakefield, IN – The City Council is considering an ordinance to allow golf cars on certain city streets. The police chief and a councilman are looking at similar ordinances and potentially expanding the ordinance to other types of vehicles.

Paola, KS – Starting in January, 2020 residents will be able to drive UTVs on city streets with posted speed limits that are 45 mph or less. Regulations require that vehicles have lights, turn signals and reflectors, drivers have a valid license and vehicles be registered.

St. Joseph, MI – The city commissioners are considering allowing residents to drive golf cars on city streets in the Harbor Shores, Edgewater and Ridgeway neighborhoods.

Newport, RI – The Newport Jitney provides free, advertiser supported rides around town on two low-speed vehicles that seat six and eight passengers.

Glynn County, GA – A new county ordinance goes into effect in October that will allow golf cars on certain streets. The ordinance has different regulations for LSVs vs. PTVs. A key difference is that LSVs can travel on streets with posted speed limits of 35 mph or less while PTVs can travel only on 25 mph or less streets.

Perry Village, OH – The Village Council passed an ordinance to allow LSVs, golf cars, UTVs and mini-trucks to be driven on local low speed streets. The vehicles must be inspected, licensed and have certain safety equipment.

Arcimoto FUV Production Starts

Posted on September 27, 2019 by Marc Cesare

Oregon-based Arcimoto recently started production of their Fun Utility Vehicle (FUV) to meet pre-order demand for 4,100 vehicles. Technically a motorcycle, the FUV is an electric powered three-wheeled vehicle that seats two. Many states have a special classification for three wheeled vehicles and only require a regular driver’s license to operate the vehicle. The current FUV Evergreen edition costs $19,900 but the company hopes in the future that volume production will reduce base model pricing to $12,000 and possibly below $10,000.

Arcimoto FUV Specs

The Arcimoto FUV is essentially a trike with two wheels up front and one in the rear. Each wheel up front has an electric motor. The vehicle has a 19.2 kWh lithium ion battery pack for a range of just over 100 miles and a top speed of 75 mph. The FUV has handlebar steering with a twist throttle and finger activated regenerative braking. Foot operated hydraulic brakes on all three wheels augments the regenerative braking. Other specs include:

Removable doors
LCD display
Heated seats
Bluetooth speakers
Two USB ports
Phone cradle
Lockable rear storage
Criss-cross seatbelts

The company is also developing a one person delivery vehicle and an emergency responder vehicle based on the same platform.

SVR’s Take

The Arcimoto FUV satisfies a need for a small, energy efficient vehicle that can be driven locally. Even though the FUV can operate at highway speeds I believe the sweet spot for the vehicle will be on roads up with speed limits up to 50 mph. Gated communities and vacation destinations that already allow low speed vehicles (LSVs) and golf cars will be a key market.

PTV Market

The problem with this market currently is that LSVs and golf cars can only go 20 to 25 mph and are often restricted to certain public roads based on speed limits and local ordinances. Classified as a motorcycle and with the power to operate at higher speeds, the FUV avoids this issue. This combination greatly increases the functionality of the FUV. The FUV with a speed limited setting can go from golf course to gated community to higher speed public roads. Therefore, the FUV is appropriate for a wider range of activities.

FUV Challenges

I currently see three main challenges that may limit the FUVs appeal. The first is consumer acceptance of driving a three-wheeled vehicle with handlebar steering. This is different than many consumer’s traditional driving experience. The second is price. The company should target the $10,000 to $13,000 price range to be competitive with LSVs, PTVs and golf cars. Although, the increased functionality of the vehicle is a mitigating factor that could allow for a pricing premium. The third is that the vehicle is only two passenger, so it may have limited appeal for families or larger groups.

Competitive Landscape

The FUV is a direct challenge to the LSVs and more importantly the personal transportation vehicles (PTVs) that have become a key growth market for the traditional golf car companies. The decline and stagnation in fleet golf car market has forced these companies to target the utility vehicle and PTV markets for growth. (LSVs have largely been relegated to college and corporate campuses with some personal transportation use.) This could become the classic case of the outsider coming in and disrupting a market.

Where are the golf companies?

There is no reason the golf car companies could not have developed this vehicle first and they certainly have the resources and time to create a vehicle of their own. However, in the past these companies have missed opportunities such as the utility vehicle market for which they were well positioned. In addition, the FUV could serve as an alternative to a second or third automobile for running local errands or short one or two person commuting.

What Does The Future Hold

It will be interesting to see what kind of uptake the consumer version has. Recreational vehicles like the Can-Am Spyder and Polaris Slingshot have not completely taken off and remained niche. However, they are more recreational and less of a practical and green transportation alternative than the FUV. I think the delivery version of the FUV might be the sleeper product. Given concerns about urban congestion, pollution and sustainability, these vehicles could become a popular option for last mile logistics in crowded cities. The urban environment could play to the vehicle’s strengths of smaller size and zero emission powertrain while mitigating weaknesses such as limited top speed and driving range.

John Deere XUV835 Gator UTV Recall

Posted on September 13, 2019 by Marc Cesare

These variants of the John Deere XUV835 Gator utility vehicle are part of the recall.

John Deere XUV835 Recall Summary

John Deere is recalling nearly 20,000 XUV835 Gator utility vehicles because the plastic sheathing on the throttle cable can melt and cause the throttle to stick. The underlying issue is improperly routed throttle cables. The recall covers models sold from November 2017 through July, 2019. Consumers should immediately stop using the vehicles and contact their local John Deere dealer for a free inspection and repair. The following recall details are from the Consumer Products Safety Commission.

Recall Details

Name of product: John Deere XUV835 Gator utility vehicles

Hazard: The plastic sheathing on the throttle cable can melt due to improper routing, causing the throttle to stick. This could result in the operator not being able to stop the vehicle, posing a crash hazard.

Recall date: September 4, 2019

Units: About 19,730 (In addition, about 840 were sold in Canada)

Description: This recall involves John Deere Gator utility vehicles with model number “XUV835” printed on the hood. “John Deere” and “Gator” are printed on the cargo box. The serial number is located on the frame directly above right front tire and begins with 1M0835 and falls within the ranges on the chart below. The recalled utility vehicles were sold in green and yellow, olive drab and camouflage and have side-by-side seating for two or three people, depending on the seat option.

Serial Number Range

1M0835ExxxM010001 – 1M0835ExxxM020413

1M0835MxxxM010001 – 1M0835MxxxM022741

1M0835RxxxM010001 – 1M0835RxxxM023115

1M0835EAPMM560107

1M0835MECLM544103

1M0835MAPMM560108

1M0835RBCLM544102

1M0835RATMM560102

1M0835RAPMM560103

1M0835RAKMM560104

1M0835RAJMM560105

Remedy: Consumers should immediately stop using the recalled vehicles and contact an authorized John Deere dealer for a free inspection and repair of improperly routed throttle cables. John Deere is contacting all known purchasers directly.

Incidents/Injuries: John Deere has received reports of nine incidents. No injuries have been reported.

Sold At: John Deere dealers nationwide from November 2017 through July 2019 for between $13,860 and $22,930.

Manufacturer(s): Deere & Company, of Moline, Ill.

Manufactured In: U.S.

Recall number: 19-776

Report an Incident Involving this Product

SVR’s Take

This is a large recall relative to the total sales of John Deere gator utility vehicles, even though the sales stretch over nearly two years. There have been a number of throttle related recalls in the industry the last year including a smaller Gator XUV590 recall. This and other recalls continues the disturbing trend of a relatively high number of recalled vehicles in relation to annual industry sales. Smallvehicleresource.com maintains a list of small, task-oriented vehicle recalls.

Honda Unveils Four-Seat Talon Models

Posted on June 8, 2019 by Marc Cesare

Honda recently unveiled their two new four-seat side-by-sides, the Talon 1000X-4 and Talon 1000X-4 FOX Live Valve. The launch follows on the release of their two-seat models last year. The introduction of those side-by-sides marked Honda’s entry into the high end sport segment.

Talon 1000X-4

Not surprisingly, the Talon 1000X-4 is similar to the two-seat 1000X. Key features include:

999cc four-valve Unicam® parallel-twin engine
Six-speed dual clutch transmission with full automatic, sport automatic and manual drive modes
Steering column mounted paddle shifters
FOX Podium Quick Switch 3 shocks
14.6″/15.0″ of front/rear suspension travel
4WD traction-aiding technology
Hill start assist
Electronic Brakeforce Distribution
Stadium style rear seating
Available in Metallic Grey/Pearl Red in Fall 2019

Talon 1000X-4 FOX Live Valve

The Talon 1000X-4 FOX Live Valve is similar to the Talon 1000X-4 but features a different suspension system. The system relies on multiple sensors to make adjustments 16 times per second for an improved ride and handling.

999cc four-valve Unicam® parallel-twin engine

Six-speed dual clutch transmission with full automatic, sport automatic and manual drive modes

Steering column mounted paddle shifters

FOX Podium Quick Switch 3 2.5 shocks front and rear

Multiple sensor based shock adjustment for Normal and Sport drive modes

14.6″/15.0″ of front/rear suspension travel

Electronic Launch Mode

4WD traction-aiding technology

Hill start assist

Electronic Brakeforce Distribution

Stadium style rear seating
Available in Pearl Red/Metallic Grey or Metallic Grey/Metallic Blue in Fall 2019

Honda has not released an MSRP for either vehicle at the time of this post.

SVR’s Take

The expansion of Honda’s Talon product line is to be expected. They didn’t enter this market segment last year to just sell a couple of models. I wouldn’t be surprised to see the addition of a narrower side-by-side or possibly some special edition models in six months time or certainly by a year from now. In only a few years the segment went from Polaris, Can-Am and Arctic Cat battling for market share to Yamaha and more recently Honda joining the fray. As a result, consumers now have more models and technology innovations from which to choose. In addition, the competition should keep the pricing down and the value proposition high. Marc Cesare, Smallvehicleresource.com

BRP Quarterly Results Strong

Posted on May 31, 2019 by Marc Cesare

2019 Can-Am Defender HD8 help drive BRP quarterly results — Models like the Can-Am Defender HD8 features which was upgraded for MY2019 helped drive BRP sales.

BRP Quarterly Results Overview

BRP reported another strong quarter with revenues increasing 17% year over year to $1,334 billion (CA). Year-Round Products segment sales drove the BRP quarterly results for the first quarter of their 2020 fiscal year. In addition, sales increased across US, Canadian and International markets. Management reported that the company’s retail growth outpaced or at least matched industry growth around the globe.

UTV Related Highlights

The following are some of the highlights from the BRP quarterly results as they relate to the UTV market.

Similar to other OEMs, BRP noted that snowbelt weather hindered retail sales early in the quarter but rebounded later
Weather delayed sales rather than being permanently lost
Side-by-side North American retail sales increased high single digits compared to mid-single digits for the industry
Retail sales could have been higher except for constrained Defender UTVs supply
Management reported strong promotional activity from competitors during the quarter but the environment is improving
Side-by-side retail sales for the season(~ 10 months) are up high teens %
Globally, BRP side-by-side average selling price is flat and up slightly for YTD and quarter respectively
Defender sales have been particularly strong and supply remains tight
Management reports taking the most side-by-side market share in the industry for the season in both utility and sport segments
Market share is up in Middle East and Asia-Pacific regions as well
Do to supplier locations, China related tariffs minimally affect costs
BRP is launching a new side-by-side platform in June
Increased production capacity will be online
Management increased their guidance for FY2020 results, predicting revenue to increase 9% to 13%
Guidance for Year-Round Products which includes side-by-sides is for a 14% to 19% increase

Learn more: Earnings call transcript (seekingalpha.com)

SVR’s Take

BRP continues to be the main challenger to Polaris in the side-by-side market. Between the two of them they control around 60% of the market. With both growing market share for the most part, many of the other manufacturers are likely suffering. The success of the Can-Am Defender line, particularly in agriculture markets, is likely hurting companies such as Kubota and John Deere.

Can Rungu e-Bike Threaten ATVs?

Posted on May 30, 2019 by Marc Cesare

Rungu Juggernaut MDV Overland, an ATV substitute — The new Rungu Juggernaut MDV Overland is an e-bike positioned as an alternative to ATVs.

Rungu e-Bike Overview

The Rungu Juggernaut MDV Overland is a new three-wheeled e-bike designed for off-road use and as an alternative to ATVs. The e-bike can tow up to 300 lbs and has a 350 lb payload capacity. The drivetrain is a Bafang 1000 Mid Drive with a removable 52V 15 AH Li-ion battery. The dual battery option provides 34 miles of unassisted range. The MSRP is $5,499 but the standard model with one battery is $3,399.

Electrek Rungu e-Bike Review

Electrek.com posted a largely positive review. Some key takeaways from the review.

The bike handles a variety of difficult terrain well from soft sand to ruts to stony ground
Climbs obstacles very well
Performs much better than a two-wheeled fat tire e-bike and more like an ATV but weighs less than 100 lbs
Easy to learn how to ride
Braking power and three-wheel stability handled extremely steep downhills very well

SVR’s Take

The advent of lower cost lithium batteries and improved electric motors is ushering in a new era of mobility. While much of the focus has been on urban mobility, the Rungu e-bike is an example of the technology making inroads elsewhere. Will the Rungu make significant inroads into the ATV market? Probably not, but it may be able to establish a sizable niche. Producing at higher volume could reduce cost and they could become a formidable substitute. Another possibility is that the Rungu creates a whole new vehicle category.

From a strategic point of view, the Rungu symbolizes a larger threat to the STOV industry. The threat of an industry that may be too complacent and lack vision. As a whole, the industry has not shown great interest in new mobility concepts. although well positioned, STOV companies run the risk of ceding this opportunity to startups and entrants from other industries. Over time, these companies can leverage the manufacturing volume and brand awareness built in new mobility markets, to pursue traditional STOV markets. Is it that far fetched that a company might target urban mobility and then the golf fleet or gated community markets and then head off-road or on campus? Or that Rungu might develop more capable and less expensive e-bike alternatives to encroach further into off-road vehicle segments?

Tropos Motors and Panasonic Partner

Posted on May 21, 2019 by Marc Cesare

Able pickup CUV from Tropos Motors — The Able electric compact utility vehicle from Tropos Motors in a pickup configuration.

Tropos Motors Able XR CUV — The Tropos Motors Able XR model with a view of the lithium battery packs.

Panasonic is partnering with electric compact utility vehicle manufacturer Tropos Motors to improve vehicle performance. Tropos Motors manufacturers the Able and Able XR electric compact utility vehicles that are low speed and electric powered. The Able features a 72V system with a 13 hp motor and gel lead acid batteries for a 50 mile range. In contrast, the Able XR uses lithium batteries in a 96V system with a 13 hp motor and a range of up to 160 miles.

Compact Utility Vehicle Niche

The electric compact utility vehicle (CUV) is part of the “right-sizing” trend in commercial vehicles. Smaller than a full-size pickup but larger and more capable than a modified golf car, CUVs are designed to be the right tool for the job. Or, in many cases, multiple jobs. In particular, they are useful on college and corporate campuses and urban environments where their smaller size is an advantage and a high top speed is less critical. Like many CUVs, a user has the option of limiting the Able models top speed to 25 mph. Therefore, with the proper safety options, they can be classified as street legal low speed vehicles.

Tropos Motors Capable and Versatile

Tropos Motors Able CUV trades package — The Tropos Motors Able CUV with the trades bed package.

The Able lineup has 1,100 lbs of payload capacity for the street version and 2,000 lbs for the campus version. Similarly, the towing capacity is 2,000 lbs and 3,000 lbs. Clearly they are capable of hauling and towing for a wide range of applications. Like many CUVs the Able lineup is versatile with their Easy-Swap system of bed packages to perform a wide range of on campus tasks. The bed packages include a pickup style, boxed van for hauling cargo, trades/maintenance configuration for carrying tools, a special sweeper package and a trio of emergency services packages.

Green and Cost Efficient

By virtue of their electric powertrains, electric CUVs can help organizations meet their sustainability goals while limiting air and noise pollution on campus. These smaller vehicles usually have a lower cost of purchase. Furthermore, the electric drive train also produces a lower cost of operation.

SVR’s Take

Currently, Tropos Motors is a relatively small manufacturer but landing Panasonic as a partner is big deal. What could be an important factor in the growth of this niche is the decreasing cost of lithium batteries. Partnering with Panasonic gives Trompos Motors access to a high volume lithium battery manufacturer. The trade-off between the range, performance and reduced maintenance of lithium batteries and their higher costs is key. As the price comes down, a wider set of applications become possible and less frequent re-charging is needed. The latter may also translate into less charging infrastructure needed. Marc Cesare, Smallvehicleresource.com

Tariffs Affect STOV Market

Posted on May 16, 2019 by Marc Cesare

Polaris 2019 RZR S4 1000 EPS — Tariffs have hit Polaris, the manufacturer of UTVs like the 2019 RZR S4 1000 EPS shown here, hard.

Tariffs Hit Polaris Hard

In a recent interview with CNBC Polaris CEO Scott Wine commented on the affects of the tariffs on the company. He stated that the increase to 25% would be “catastrophic”. The company previously estimated that they would cost the company $40 million in the last fiscal year. At the 10% tariff level they were guiding towards an approximately $90 million hit for the current fiscal year. However, at the 25% level that would jump to $195 to $200 million. In addition to these China specific tariffs, other aluminum and steel tariffs hurt the company as well.

Polaris More Exposed

Polaris is in a particularly tough spot with the tariffs because of their supply chain relative to the other major UTV manufacturers. The major Japanese OEMs, Yamaha, Honda and Kawasaki, mainly source their imported parts from Japan and thus avoid the onerous China tariffs. Can-Am produces products in Canada and Mexico and therefore, are less exposed to the tariff regime as well. Polaris on the other hand sources more of their components from China.

Farmer Segment Exposure

UTV manufacturers exposed to the farm segment are likely to suffer as well. Farmers report lower commodity prices and higher equipment prices. The tariffs are increasing farm equipment prices in the range of 20% according to some farmers. Although this refers to large pieces of farming equipment, if farmers are not spending on these large pieces and trying to cut costs in general, they are likely forgoing UTV purchases as well. John Deere and Kubota are likely the most effected brands as this is a strong segment for them. However, Can-Am could possibly be feeling an impact in their Defender line and Polaris in their Ranger line.

Some Value Brands Vulnerable

In the past few years value brands have made inroads at the lower end of the price scale. Many of these companies are sourcing parts or vehicles from China. For example, CFMOTO is based in China. In addition, Cub Cadet UTVs are manufactured by Hisun in China. Given their value pricing approach, the tariffs are likely putting some pressure on these companies. If they have to raise their prices too much, they lose their value proposition in relation to the major brands in the market.