Fitmycar reports that when it realised there was a gap in the Australian market for floor liners, it looked internationally for a supplier sourced solution.
Fitmycar soon realised there were better options to fill the priorities, but conflicts still existed. Availability was also an issue as the left-hand drive market appeared to be the focus for the major manufacturers in this segment.
Fitmycar made the decision to enter the market itself under a newly formed brand Bedrock, using its existing experience in manufacturing and product design from its cargo liner and carpet floor mat ranges.
The objective for the Bedrock product was to create a better floor mat and to meet its customers’ requirements in Protection, Durability, Value and Aesthetics.
The solution for the gap in the market was to take the existing concept of a durable rubber or similar floor mat, as is already available as an OE or aftermarket accessory, and make it better so it met the requirements identified by Fitmycar customers.
To do this, Fitmycar says it addressed each of its customer requirements separately:
- Protection - The Bedrock Floor Liner had to exceed the protection offered by the equivalent OE accessories. Fitmycar achieved this through a 3D bucket style design which captures and holds dirt, sand, mud, snow, or anything your feet drag into the car without it ever coming into contact with the primary floor of the vehicle.
- Durability - The TPE material, which the mats are constructed from is extremely durable. Additional advantages of TPE is the material’s resistance to deformation in temperature extremes, medium coefficient of friction for a surface that will not interfere with feet movement between the pedals, as well as a softness and flexibility that allows for easy fitment and a feel that isn’t distinctly ‘plastic’. It is also completely odourless.
- Value - From the outset Fitmycar’s target was an RRP of $199. It surveyed the price points of equivalent OE accessories, which unlike aftermarket alternatives are a tailored fit and a more comparable product. It pinned the price of the Bedrock to be on high end of this range, due to its premium features, including being made in Australia.
- Aesthetics - Fitmycar knew from its customer survey that simply offering a functional product at a good price was not enough. It designed a signature impression for the base that would carry across all of its mats. The company took inspiration from the Australian landscape and the two geographical extremes of central Australia and the coasts to create a blended design of the water at the coast running into the broken earth of central Australia. It also included functional elements like a firm edge that can be used to clean your boots when you get into the car.
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