If You Know Their Rules ...
You Can Play Their Games

If Twins Are Good, Maybe Quads Are Better!
Years ago the division of their first theme the presume
a very Oldsmobile author was doing some work for the Oldsmobile G.M. during the time that they were announcing compact, the Omega. In looking for an advertising that would help the public identify the Omega with the d aura of an Oldsmobile, it was suggested that they use simple and straightforward tag line: "Omega is an
mobile." Everyone liked it but the lawyers. As it turned out, a was not an Oldsmobile at all, but a Chevy Nova built for mobile on the Chevy line. Somewhat irreverently we suggested that maybe the tag line should read: "Omega is an oldsmobile built by Chevrolet."
It was then that we discovered that the last three letters in he Chevy Nova were the first letters of the three siblings: Omega (Oldsmobile), Ventura (Pontiac), and Apollo (Buick). Hey, if twins are good, why not quadruplets?

Options
Needless to say, price is a major key in car marketing. For that reason, manufacturers will build and advertise base cars which come with few features in order to provide an attractive price point for their advertising. "New Zap-mobiles starting at ,just $1,2,995" looks a lot better in print than "The New Zapmobile, like the one you will probably end up buying with all the nice features like AM/FM with cassette player, air conditioning, power steering, etc., for $15,995."

By breaking out the options, dealers can advertise more attractive come-on prices and then "sell up" once they've got you hooked. Plus, options tend to carry a higher percentage of markup than the cars themselves. Even Mercedes-Benz, which for years offered fully equipped cars, has now elected to go the option route in order to make their advertised pricing more competitive.