I've been thinking about buying a car. Let me state for the record that I absolutely despise the entire process. I never know what the price really is. Even after they give me a price, it might not be the final price. The sticker price is not the real price, the sales person can't give me a price, and the sales manager's price can change if I don't like the one he gives me. Is it any wonder why people like me cringe at the thought of buying a car?
Why can't we walk into a dealership and look at the price and know it's the price, like when we buy milk or a new pair of jeans? In fairness, there are a few dealers that now use the one-price approach, and with all the information available on the Internet about pricing, it's easier to know what a car should cost. But why do I have to spend hours, or even days, negotiating?
Some may argue that the "fluctuating" price is what makes car pricing competitive, and it makes some people feel like they're getting a good deal. Again, putting a price on a product and selling it for that price works pretty darn well for other products. If a price is too high or too low, retailers find out quickly and adjust.
And then, there are the commercials. Buying a car is a huge investment. My first home cost less than a lot of cars today. So why do some car dealers focus on images and messages that are condescending, loud and downright insulting? When shopping for a car, most buyers are thoughtful and cautious about such a large purchase and yet are confronted with ads about hot deals with flames leaping in the background. There are some exceptions to this, but they are few and far between.
It seems car ads break down into four types - national ads and three types of local ones.
1. Big budget national ads
Many national car companies have gotten it right. It's obvious that research was conducted and messages were tested. They know who their customers are and what appeals to them.
Take Lexus. Their ads appeal to the discriminating customer who wants a quality car with a lot of bells and whistles and is willing to pay for it. And who wouldn't want a Lexus with a big red bow in their driveway at Christmas?
I suppose if I were a truck-driving man, I'd be lured by things like how big a load a truck can haul. Or if I were in the market for a high performance car, Porsche's ads would be appealing.
There's certainly a difference in these ads and their messages versus local ones.
2. I own the dealership,
so I get to be in the ads.
There seems to be a prevailing thought among many car dealers that yelling, talking fast and using gimmicky items like goofy slogans, funky hats, animals or cartoon characters motivate people to purchase a car. Maybe that appeals to some, but it doesn't work for me. I've actually decided NOT to buy a car from certain dealerships because of their commercials.
There are a couple of exceptions to these owner-as-spokesperson ads. However, most of these guys should stick to running their businesses and leave the ads to the marketing people. They think they're funny or clever, but the truth is, they're just annoying.
3. Bad credit, slow credit,
no credit, bankruptcy, divorce
These ads obviously are geared toward people who have difficulty getting credit. What these dealers neglect to say is that if they do give you a loan, you'll pay through the nose on the interest rate. But, hey, the dealer is taking a risk lending you money, and you were allowed to push, pull or drag in your old car.
Still, I have to wonder if I had bad credit, would I want to make a deal with people who so clearly hold me in contempt because of my poor choices or bad luck.
4. Respectful and informative
This last category is also the smallest and usually is reserved for dealers who are selling luxury vehicles, such as Infinity, Cadillac, Volvo or BMW. What's really interesting about this group is that most Central Kentucky dealers who sell luxury cars also offer mid- and lower-priced cars. They could very easily become like their counterparts in group two. Instead, their ads respect and educate the buyer without gimmicks and annoying voiceovers, even if they're selling a V Dub or Sentra. The ads focus on features, performance, safety ratings and gas mileage - things that matter - and help us decide which vehicle to buy.
It's a fact that people make most decisions based on emotion, and that's what some dealers are going for. That's fine. We want it to be fun and exciting. But if I take the plunge and purchase a car, I'll buy it from a dealer who respects me and my time. If I want to haggle, I'll go to a flea market.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.