October 2020
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Emerson SUV Lineup: Strategic Gaps and Competitive Pressure
Emerson’s SUV portfolio remains heavily weighted toward high-priced full-size models, a strategy that was disrupted following a company-wide data breach that compromised internal files and rollout schedules. Critically, the low-cost Emerson Motors SUV option is absent, leaving a gap in the entry-level segment. The only remaining full-size model—the E-LSV—is slated for discontinuation and will be replaced by an Emerson Truck variant, yet it remains priced well above the compact Emerson Truck SV200. The SV200 itself is twice the cost of BW’s compact offerings, including the CC-olumbo 5727 and All Stones Motors’ 1035, both subsidiaries of BW. Meanwhile, BW has deployed a price-efficient SUV strategy across its lineup, undercutting Emerson’s offerings at nearly every tier: Allure Presence (Emerson’s premium SUV) SV200 (compact crossover) SV300 and SV400 (full-size SUV models) E-LSV (legacy full-size SUV, soon to be retired) All of Emerson’s models are priced significantly higher than BW’s ...
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