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Car dealer advertisements and what they mean

Old May 16th 2019, 3:01 pm
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Default Car dealer advertisements and what they mean

Moving to a new country is exciting, but it can also be a stressful time for you as you adjust to a home, new job, new friends, and new life. As expats use the internet to find out what it will be like in their new country, the number one comment we receive from expats is that they saw a particular vehicle price on the internet or on TV.

Car dealers can be very skillful and misleading when it comes to car advertising. We’ve all seen car ads on TV with a microscopic disclaimer at the bottom of the screen or have heard a radio advertisement where they speak emotionally 250 words per minute, giving the important information at the end of the ad. With the increase of online advertising, auto dealers have started to conquer the internet vying for potential customers’ click on their links.

Let’s walk through the different ways dealers use misleading and obscure car dealer ads to lure in customers:

Base price ads

One way ads get potential customers’ attention is by advertising the base price of the car and then showing the model with all the bells and whistles. Looking at the car pictured an average consumer will definitely think that he can afford to buy it. Upon arriving at the dealership to check out a new vehicle we sometimes find that the vehicle shown in the ad is loaded with expensive options.

Too-good-to-be-true leasing offers

When you see a vehicle ad, offering just $199 payment per month, make sure you read the small print, which may say that a significant down payment is necessary to lease the vehicle. Also, these low prices are normally reserved for what the industry calls “highly qualified customers.” Factors that are taken into consideration to determine if someone is a highly qualified buyer are: credit score and down payment. Only about 28% of Americans have the credit score to rank as “highly qualified.” Expats with no credit history are typically not eligible.

Special offer or “bait and switch” advertising

You have probably come across the phrase “only one left at this price”. It’s a widespread advertising trick, known as “bait and switch”, used by car dealers. The car advertised at the best price is “just sold” or “on a test drive”. In a word, it’s as elusive and phantom as a special offer, advertised by the car dealer. Car dealers just lure the customers into the dealership by promising to sell a vehicle at a lower cost. Once the car shopper is at the dealership, a salesperson will try to sell an “equivalent” vehicle at a higher price.

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