"BJ" (benjamin-bignell)
11/01/2014 at 08:28 • Filed to: marketing fail, close but no cigar, why can't I but a new car on Saturday like the rest of the civilized world?
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"BJ" (benjamin-bignell)
11/01/2014 at 08:28 • Filed to: marketing fail, close but no cigar, why can't I but a new car on Saturday like the rest of the civilized world? | 0
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This clever ad calling for "defectors" from the German luxury car brands is clever. But it's also stupid.
Why? This ad appears in this morning's (Saturday) Montreal Gazette and invites the reader to "come and test drive one today ." The only problem is that Montreal dealerships are closed on the weekends - yes, Saturday and Sunday - so a potential customer can't go test drive today even if he wanted to.
It might seen like a minor point, but it's still a marketing failure. And don't get me started on how I feel about car dealers being closed on Saturday...
Twingo Tamer - About to descend into project car hell.
> BJ
11/01/2014 at 08:41 |
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They must be missing out pretty badly by being closed on Saturdays. Dealers are always swarming if I stop by to check something out on a Saturday morning.
duurtlang
> Twingo Tamer - About to descend into project car hell.
11/01/2014 at 08:44 |
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Not if all of them are closed on Saturday. Still though, closing shop on a day when your potential costumers have time and being open when your costumers are at work sounds stupid to me.
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Twingo Tamer - About to descend into project car hell.
> duurtlang
11/01/2014 at 08:47 |
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They'll likely miss out on impulse buys and such though. I know it sounds ridiculous for such a huge purchase but I've known people just be browsing a dealer on a weekend and end up in a new car that caught their eye.
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duurtlang
> Twingo Tamer - About to descend into project car hell.
11/01/2014 at 08:55 |
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Makes sense. I once bought a BMW on Ebay on a whim. Two months ago or so. Looking back it probably wasn't a bad decision, but I understand the impulse buy.
Coty
> BJ
11/01/2014 at 09:14 |
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That's like the dealership I work for ends their ads ".....So you can buy your dream car tomorrow."
And I'm just like WHAT THE FUCK through the entire radio ad.
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BJ
> Twingo Tamer - About to descend into project car hell.
11/01/2014 at 09:36 |
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A handful of dealers have limited opening hours on Saturday, for sales only, but the dealer association still frowns upon it. A few years ago, when a number of dealers tried to change the system by opening on Saturdays en masse, they were vandalized and received bomb threats.
Cebu
> BJ
11/01/2014 at 09:39 |
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That's crazy...
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Twingo Tamer - About to descend into project car hell.
> BJ
11/01/2014 at 09:40 |
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Bomb threats for opening an extra day is insane.
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BJ
> Twingo Tamer - About to descend into project car hell.
11/01/2014 at 09:50 |
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I don't know the history behind the current system but it's obviously serving the interests of some powerful people. Resistance to change is normal, but some take things a bit too far.
Vi517, JDX Racing
> BJ
11/01/2014 at 10:19 |
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I saw this on the Volvo UK website and it made sense there. It was written in Swedish, not English, and it was implying defecting from UK to Sweden, as well as to Volvo. But in North America, it does not make sense.
PS9
> BJ
11/01/2014 at 10:49 |
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BOMB THREATS??? WTF Man....