Advertising Industry
Industry: Email Alert RSS FeedResale: the new fuel economy; Carmakers tout residual values, which consumers cite as a top reason to buy.(News)(Product/service evaluation)
Advertising Age, February, 2007 by Halliday, Jean
Byline: JEAN HALLIDAY
jhalliday@crain.com
Car and truck buyers who got a good price deal when they flocked to Detroit's employee discounts in the summer of 2005 could be in for a rude awakening when they go to trade in or sell their used vehicles-and that's prompting automakers to try to promote their brands' resale value.
Some owners will discover the depreciation on those discounted models was greater than they anticipated, said James Bell, publisher of Primedia's IntelliChoice.com, which analyzes the cost of vehicle ownership and car values. Resale values "are on the cusp of getting a lot more interest'' from American car buyers, he said.
Tom Peyton is well aware of that. The senior manager-national advertising for the Honda...
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