Car Ad Sales Woes
August 29, 2006 1:33 PM
This is thetime for new car sales and some strange things are a pedal. Suddenly gas prices have come down 10 cents a gallon --hello OPEC-- just when all the new models are coming out.
And then there are two strange blips on the radar screen. First, Ford announced that it might take the company private. God knows what that means for TV ad sales. And then Toyota announced that it was scaling down production to re-examine quality-control issues. Same issue.
My husband just ran his aging Tahoe into the ground. I, of course, drive a more sensible but ugly Toyota RAV-4 a four-cylinder car that I call “Baby Dumbo,” because it looks like a dwarf elephant.
We wound up replacing the Tahoe with a new ’06 Toyota Sports Edition 4-Runner, priced to move off the lot for the new models, soon arriving. We didn’t buy it based on a single ad we saw on TV. I didn’t even know it existed. Nor did he.
We researched online and at the gym. Anyone who knows jack about cars would say this is pretty stupid. It’s an 8 cylinder gas guzzler. But we live on Cape Cod and Bob wanted an off-road vehicle for the beach. And this baby performs. In other words, people make decisions, for better for worse, not based on TV ads but from word of mouth and now the Internet.
That has some ramifications for the auto industry, which has the worst screaming, high-decibal dealer ads on TV. So what did you buy? And what will you buy and how will you reach your decision?
I doubt it’s from a TV ad.