LOWRIDE2FREEDOM: Freezing a Pose in a Hot Niche

Crysler PT Cruiser Diecast Model

Recent market research conducted by Unity Marketing concluded that purchases made of die-cast and other non-powered vehicles are largely to add to consumer’s collections.  Only 17% of such purchases are actually for play. 

While the LOWRIDE2FREEDOM cars do have motors within them, it can be argued they’re more of a “collectible” than the typical remote-control vehicle whose purpose is to entertain by zipping around driveways and empty lots. 

LOWRIDE2FREEDOM cars do not actually roll, and enjoyment of them seems to arise from admiring them on a shelf, posing them, and customizing them, as the more passionate owners tend to do. 

Black 1965 Chevy Impala Lowrider Dancer with controller

Unity Marketing’s results indicate that a typical consumer spends about $17 for a die-cast gift, $25 for a collectible item and only $3 for an item that will be played with.

Behind the Scenes

Behind the scenes of LOWRIDE2FREEDOM are an actor/screenwriter, a career marketing man, and a so-called “mad scientist” designer.  The designer, Russ Rauch is a long-time friend of "marketing man" Donald Woods, Mark’s father. 

“Russ would be one of the Lowrider buffs,” explains Mark.  Mark himself is the actor/screenwriter.  He's had small parts in various productions, and is pursuing representation for two completed screenplays. 

He can now also add “on-line entrepreneur” to his credits.

Originally, after manufacturing was enlisted in China, the focus was for LOWRIDE2FREEDOM to operate just as a wholesale enterprise. But Mark, who also coined the company name and does much of its creative writing, saw an opportunity for an Internet retail outlet and “pretty much took the bull by the horns.”  The website features most of the usual trappings, but notable is an enticing Flash image of one of the LOWRIDE2FREEDOM cars “hopping”.

Currently, sales for the wholesale and Internet retail operations are running neck and neck, and Mark says “Dad” couldn’t be happier.  

Green 1965 Chevy Impala Lowrider Dancer

Forward in Overdrive

What do the Woods’ see in the future for their 1:25 scale Lowrider masterpieces?

“Expanding the product line and making the website more a part of the Lowrider community,” says Mark.  There are some exciting releases coming up that the community should embrace enthusiastically, but the only one TD Monthly can describe here is a cool new version of the Cadillac Escalade.

“We’re sticking to the same concept, but different designs,” Mark explains.  “The scientist is in his workshop right now, coming up with stuff.”

Keep on riding, LOWRIDE2FREEDOM.

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