Nissan vs Lincoln
12-03-2000, 02:01 AM
#1
Found this while surfing http://www.dowjones.com
Lincoln bans distress advertising by top dealers
(11/27/00 11:29:16 AM PT)
MARY CONNELLY, Automotive News
Certified Lincoln dealers must avoid using words and phrases such as "clearance," "closeout" and "inventory reduction" in print advertising during the 2001 model year.
Lincoln's ban on distress advertising may be expanded to radio, TV and the Web in future model years.
"Severe discounting in advertising cheapens the image of Lincoln," said Joe Chavara, chairman of the Lincoln Mercury National Dealer Council. "I don't like to see my competition giving a bad image to the cars that I am selling." Chavara owns Central Florida Lincoln-Mercury in Orlando, Fla.
The 2001 print advertising guidelines apply to Lincoln's top-rated dealers, who are certified as Lincoln Premier Excellence retailers. Lincoln expects to certify 500 of its 1,600 dealerships by year end, said Nancy Carollo, Lincoln Mercury spokeswoman.
"Distress advertising makes it sound like the products are damaged goods or we have to discount them to sell them," Carollo said. "Our luxury competitors are not doing bargain-basement sales. We want to make sure our brand is portrayed in an upscale, luxury manner.''
Lincoln planned to institute the guidelines in January 2001. The timetable was accelerated at the request of the dealer council, Chavara said. The advertising rules began Oct. 1, when Lincoln began certifying dealers.
The guidelines also require dealers to separate Lincoln products from other brands in print ads.
For example, all Lincolns must be grouped together on the printed page, not scattered with other makes, Carollo said.
Distress advertising has been "fairly widespread" among Lincoln dealers, she said.
The practice is most common in the Northeast and the Midwest where there are many Lincoln dealers, Chavara said.
Certified dealers are given examples of distress advertising, Carollo said. The guidelines ban words and phrases such as "blowout," "cheap," "clearance" and "below dealer cost," she said. Terms such as "rebates," "discount" or "dealer cash" are to be used in small print, not in headlines.
In the 2001 model year, Lincoln will return to certified dealers 2.5 percent of the sticker price of each vehicle sold.
Entire contents ? 2000 Crain Communications, Inc.
Automotive News
________
Teen Movies
Lincoln bans distress advertising by top dealers
(11/27/00 11:29:16 AM PT)
MARY CONNELLY, Automotive News
Certified Lincoln dealers must avoid using words and phrases such as "clearance," "closeout" and "inventory reduction" in print advertising during the 2001 model year.
Lincoln's ban on distress advertising may be expanded to radio, TV and the Web in future model years.
"Severe discounting in advertising cheapens the image of Lincoln," said Joe Chavara, chairman of the Lincoln Mercury National Dealer Council. "I don't like to see my competition giving a bad image to the cars that I am selling." Chavara owns Central Florida Lincoln-Mercury in Orlando, Fla.
The 2001 print advertising guidelines apply to Lincoln's top-rated dealers, who are certified as Lincoln Premier Excellence retailers. Lincoln expects to certify 500 of its 1,600 dealerships by year end, said Nancy Carollo, Lincoln Mercury spokeswoman.
"Distress advertising makes it sound like the products are damaged goods or we have to discount them to sell them," Carollo said. "Our luxury competitors are not doing bargain-basement sales. We want to make sure our brand is portrayed in an upscale, luxury manner.''
Lincoln planned to institute the guidelines in January 2001. The timetable was accelerated at the request of the dealer council, Chavara said. The advertising rules began Oct. 1, when Lincoln began certifying dealers.
The guidelines also require dealers to separate Lincoln products from other brands in print ads.
For example, all Lincolns must be grouped together on the printed page, not scattered with other makes, Carollo said.
Distress advertising has been "fairly widespread" among Lincoln dealers, she said.
The practice is most common in the Northeast and the Midwest where there are many Lincoln dealers, Chavara said.
Certified dealers are given examples of distress advertising, Carollo said. The guidelines ban words and phrases such as "blowout," "cheap," "clearance" and "below dealer cost," she said. Terms such as "rebates," "discount" or "dealer cash" are to be used in small print, not in headlines.
In the 2001 model year, Lincoln will return to certified dealers 2.5 percent of the sticker price of each vehicle sold.
Entire contents ? 2000 Crain Communications, Inc.
Automotive News
________
Teen Movies
Last edited by ThurzNite; 03-21-2011 at 04:58 PM.
12-04-2000, 12:50 AM
#6
Also in the Wall Street Journal the other day...Ford is asking Toyota to sell new Fords on Toyota dealer ships. Crazy, huh?
Another article blasted for their crappy quality control. Focus has had 4 major recalls already and a few voluntary ones. I find that scary. Only 1 year out and so many problems already. Ish...
Jay
________
Brunette Doggystyle
Another article blasted for their crappy quality control. Focus has had 4 major recalls already and a few voluntary ones. I find that scary. Only 1 year out and so many problems already. Ish...
Jay
________
Brunette Doggystyle
Last edited by ThurzNite; 03-21-2011 at 04:59 PM.
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