Re: What's the marketing decision? - Saab General Bulletin Board - Saabnet.com
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Re: What's the marketing decision?
Posted by Noel (more from Noel) on Thu, 8 Jul 2004 11:13:06
In Reply to: What's the marketing decision?, Scott Paterson [Profile/Gallery]
, Thu, 8 Jul 2004 07:32:51
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My guess is something to do with some stats they have on age of cars still going to dealer service depts and probability/possibility of converting them to new car buyers. The marketing or finance people can use this info to target people better. My guess is they see a fall-off of people using dealer service as the warranty runs out (around 4 years--hence no 1999 models listed) and want to entice them to "stay on board." They may figure it's easier to persuade 2000 and later model owners to stay than to get 1999 and older owners back than. Just a wild ass guess.
Other GM makes have targeted newer model owners in recent years, using direct mail to target owners of a given make and model. They send out a mailer showing the car someone has, with another picture of the new version of the same car, with pricing and monthly nut numbers. It's not done all the time, but when used it has been effective.
But that's just my .02.
Noel
posted by 69.163.42...
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