The Transition
Introduction
Terrafugia was founded in 2006 by a team of award-winning MIT-trained aerospace engineers and MBA’s. Their headquarters is at Woburn, Massachusetts. They are committed to making general aviation safer, more convenient, more fun, and more accessible. Their mission is to combine driving and flying in a new and practical way. They began component and vehicle prototyping in 2007 and only two years later in March of 2009, they have successfully flown for the first time. Terrafugia finally made their debut outside of the aviation world at the New York International Auto Show in April of 2012. Terrafugia intends to be the company that catalyzes the creation of a flying car industry.
Product
The Transition is a two place, fixed wing, street legal airplane which has been internationally heralded as the “first practical flying car”. It is designed to fit in a single car garage, be safely driven on the highway, and be flown in an out of general aviation airports. It brings a new level of freedom, flexibility and fun to personal aviation. The transition is made with glass cockpit avionics, carbon fiber construction, and innovative mechanisms.
Target Market
Terrafugia will focus its marketing activities on American males, ages ranging from 22-34 years old. He has his bachelor’s degree, finished his flight training, and is a fully qualified pilot. His income is about $100,000-$250,000 a year working as a pilot or co-pilot in a scheduled air transportation industry. He is a single or divorced male with no kids, upper middle or lower upper class, compulsive and self-centered, wears only the latest style of clothing, shoes, and cologne. An innovative achiever who have buying power and purchases anything and everything they desire.
SWOT Analysis

Strengths
-Street legal vehicles that can fly
-founded by an award-winning team
-35 miles to the gallon on the road and 28 miles in the air
-met the standards of the Federal Aviation Administration
-met the standards of the National Highway Traffic Safety Administration
-first street legal airplane
-can be stored in a normal garage

Weaknesses-
-requires 91-octane fuel
-it needs a 1700ft runway to take off
-restricted by its license to flying in the United States
-price tag of $279,000
-2-3 year backlog in production
-driver will need to be trained on proper flying of aircraft or be a pilot

Opportunities
-international flights
-may use aircrafts as a high-end taxi for wealthy people
-sell all over the world
-expand production facility to produce pre-orders at a quicker pace
-obtain a contract with airlines; may offer for another type of seat like “private class”
-obtain a contract with the US Military
-obtain a contract with Hospitals

Threats
-New NHTSA regulations
-Weather conditions, will probably need all weather tires
-competitors will have better features
-competitors sell at a cheaper price
-recession
-New FAA regulations
Competitor Analysis
Direct Competitor
The Moller Skycar
This is a prototype personal vertical take-off and landing aircraft which is also known as a “flying car”.
It was invented by Paul Moller, who has been attempting to develop such vehicles for fifty years. The developers believe that this craft will