I love my microcar

The microcar as a basic Marketing example: there is a market gap for safe transport for 14 to 16 years old kids and the microcar is the only product that can satisfy that need.

In Italy outside the main towns, especially in the countryside, the public transport system is virtually inexistent; only a few buses run, whenever the bus driver feels like working, and trains serve only the main town and villages, leaving large areas uncovered by any form of transport support. Kids rely on parents and friends’ parents to take them to town for a walk or to sport classes or anything else. Also in towns, parents are looking for safer transport for their kids, especially in the dark hours.

What are the options then?

50cc scooters are the most common option for 14 to 16 years old kids, with an A1 licence; switching then to 125cc versions when they reach the age of 16. But have you ever seen the vast majority of country side villages over there? From 300m to 1000m above sea level, hill-top centres are quite common in the Italian territory and the roads to reach them are indescribable: steep, bendy, slippery, tarmac deficient and very dark at night. I personally cannot even think about letting my daughter risking her life just to reach school, getting cold and wet while she rides a noisy tiny moped around.

There is a small solution to this huge problem: A MICROCAR!

The microcar is a quite small car, with a weight of less than 350 kg and only two seats, defined as “light quadricycle”, which can drive at a maximum speed of 45 km/h (well, let’s say it can be easily pushed to 65km/h but only downhill!). It circulates with moped number plate, it’s allowed in motorbikes parking and can circulate on all roads, except motorways, ring roads and expressways. Fuel is normally diesel, even if now there are some electric versions available on the market, like the one that looks like a box! It is so cheap to run, it consumes 3.5 liters per 100 km!

The trendiest microcar is definitely very cool, especially when driven by the popular boy in school with radio blasting a TRAP tune. But I opted for the classic pensioner SMV, which you normally find driving in front of your car as you are rushing to work. It was not cheap, as I spent €3600 and another €1000 in various necessary repairs to avoid turning it into the Flintstones automobile. And the insurance? That was atrocious! First quote €1000 to me, driver with donkeys years’ experience behind the wheel. Then a more “reasonable” €500 for the year (OUCH) came up for basic cover & road assistance of course.

Why is the microcar so cool, considering all the costs and the constant breakdowns?

The microcar can be your very first little vehicle which will save you from walking miles in the rain and chilly winds. She is so sweet, shaking like mad and making all that noise, like a cat which wants all the attention from its little master. The microcar is not pretentious, it’s a simple machine which basic features. You like it, you drive it, no shiny dashboards and wheel covers. She’s there to take you hopefully where you want to go, as long as it is not further than 5Km away. As it goes, I bought it in Turin and drove 150Km to take it home and guess what? I made it after only 3 hours!

What has the microcar to do with Marketing?

In my opinion the microcar constitutes a good example of a market gap. In Italy there are around 2.8mi 14 to 18 year old kids (2021) and around 17% of these live in suburban areas, therefore around 450k potential buyers of microcars just in suburbs. These are strong prospects because they don’t have alternatives to be moving independently. Of course, there may be financial and family factors to consider, but, overall, I reckon this number indicates a true potential. A well-known brand has grabbed this opportunity by introducing an electric microcar, more eco sustainable than its counterparts and certainly cheaper, when purchased new (€8000 vs. €15000). It has grabbed the opportunity to be the “first mover” and enter the market with a totally unique product, whether you fancy the square shape or not. I opted for the second- hand option only because I didn’t have €4000 spare, otherwise I would have certainly chosen the electric one, a silent and smooth version of the cute microcar!

Don’t you just love microcars?