Thursday, September 14, 2006

Calle's Carnival of Consumer Marketing - September 14, 2006

Chuck Russell presents What Exactly Is Dealer Invoice posted at buyanauto.

Buying an automobile via a dealer has been problematic for consumers and car manufacturers now for many years. Consumers don't like going there and manufacturers don't like being tied to 5 and 10 year contracts with dealerships that cost millions to build. Not only do consumers not understand dealer invoice - most consumers in studies for General Motors found that the bread and butter vehicles; Honda Accords, Ford Taurus and Toyota Camry perform so well that they are literally perceived to be commodities. Made so well that a consumer could go to Costco, plunk down their American Express Card for a down payment and authorization to hit their card every month for $289. Stored in Costco's vast parking lots we found that no one needed dealers - and that was 12 years ago.

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