Yes, step transitions in price of 10% tend to cause customers to rethink, balk and then mostly come back after 3 weeks.
If you are trying to create momentum, the balk causes even more people to balk and pretty soon the machine is not running so great and you have to discount or do things that hurt the company like ship only internationally and let the showroom sales dry up. Choppy water can take the wind out of your sails. Then you have to build momentum again. If you want to really gap people, you plan for the chop and power up before, so you can drive through.
If you integrate contribution dollars over the next two years, you don't try to coast through next summer on $50,000 cars, or by introducing the $35K car suddenly then. Rather you:
- Establish a reference price of $50K this autumn.
- Salt the middle class with $35K cars this winter. Enough to get local promotion based on legit economics, that are now locally endorsed.
- Power through next summer with zero distress and a healthy mix.
The edge of the incentive should not be accentuated by a perceivable change in product mix.
Transitions can spill money. If you work like crazy to make them imperceptible there are huge financial benefits.