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We want your trade, paid for or not, too.....
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Posted by Mike Lynch [Email] (#81) [Profile/Gallery] (more from Mike Lynch) on Thu, 21 Apr 2005 14:48:06 Share Post by Email
In Reply to: OT: Dealer offer to buy out lease? How does this work?, sonique, Wed, 20 Apr 2005 07:59:53
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Makes you feel really wanted, that personal letter. The other common letter advises that the dealship needs your specific car in trade. Both are blanket truths, both are actually quite effective in generating leads.

Once you are a lead that has been generated and you make an appointment for a visit, then it's business as usual. What, you were expecting some extra generous offer for your trade or some extra special promotion to be in place 'cause they sent you a letter? Oh puleeeeeez.....

You come in, they try and steer you toward something, anything. They evaluate your trade or current lease vehicle, arrive at the usual old wholesale ACV, compare that to your payoff and try and show your figures and payments on your potential new(er) vehicle. Once in a blue moon somebody somehow has some equity or just got some dough from a re-fi and says OK. Mostly not, but hey, the car busines is fulla' mostly nots. Get five more mostly nots and you might get one yes, or it might take ten, but the salesfolks weren't doin' anything but standing around the showroom anyway.

Most of the time it's "We could do this if you could do this payment" which of course is way outa' whack 'cause of all the negative equity they "rolled in" or added to the new(er) vehicle.

Dunno' why people don't recognize these pitches for the junk mail that they are. Folks you'd think were savvy seem to lower their guard for these pitches from their local dealer, I guess 'cause they're not very common and they're from a source you'd like to trust.
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