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A Gullible Market?
Craig Waters's article on John Z. De Lorean ("John De Lorean and the Icarus Factor," April) failed to hit DMC's real Achilles' heel: the product.
The reason the comapany didn't succeed is because the product didn't either. This stainless-steel vehicle had almost the same 0-to-60 performance as a Mazda RX-7 or a Datsun 280 ZX, both of which sold for about one-third the dealer-inflated price of the De Lorean.
Although De Lorean sales may have been "brisk," few sports-car enthusiasts are willing to pay $30,000 even for an innovative machine like the De Lorean only to have its gull-wing doors blown off by a $10,000 Mustang GT.
The real marketing lesson for us all is: Don't enter a high-performance market-place with a low-performance product.
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