Emerson Motor Company Evaluates Full-Size Strategy Amid Competitive Shifts

Press Release — February 10, 2020

Emerson Motor Company Evaluates Full-Size Strategy Amid Competitive Shifts

Detroit, MI — As global market dynamics continue to evolve, Emerson Motor Company is reassessing its full-size sedan strategy following the release of its fiscal sales report and competitive benchmarking across key segments.

Global Market Positioning

Recent data places Catty as the 7th largest global auto manufacturer, holding 2.9% of market share, trailing Iranian, Urza, German, Gusboard, and BW. Founded in 1909, Catty has operated alongside Emerson for nearly a century, entering the competitive landscape just nine years after Emerson’s inception.

Other notable players include NAD, established in 1946 in Philadelphia, and DUH, a Dutch manufacturer with growing influence in markets.

Catty Product Highlights:

Catty currently leads the full-size sedan and phaeton markets, offering a diverse lineup:

H6737: Full-size SUV

Q8036: Microcar

P9951 (Butter Motor brand): Full-size sedan in base and U5683 trims

V7799: Slightly shorter than P9951, but delivers 82 more horsepower

Meanwhile, Catty’s full-size sedan is:

5 inches shorter than Emerson’s Dork Relate

10 inches shorter than the Emerson E-FSS

This dimensional gap has prompted Emerson’s design team to explore a more agile full-size offering, potentially introducing a model that fits between the Relate and the Emerson BKS, which currently anchors the mid-size segment.

Strategic Design Considerations

The current length of the Catty full size sedan is approaching mid-size thresholds, suggesting that Emerson may benefit from:

Reducing Relate’s footprint

Introducing a new intermediate model

Repositioning the Relate to better align with evolving market definitions

These options are under active review as Emerson enters a new fiscal quarter focused on design optimization, segment clarity, and competitive agility.

Outlook

With Catty maintaining a strong presence in the 2%+ global share tier and reinforcing its dominance in full-size luxury, Emerson is poised to refine its offerings to meet both customer needs and market wants. The next quarter will be pivotal in shaping the future of the Relate platform and Emerson’s full-size strategy.