Know-How Exchange : Advertising/PR

The price deduction didn't work because people don't buy on price. They buy solutions.

Change your thinking from how to make people buy to "what makes people buy".

The solution -- for cars is status, comfort, safety, economy, fun or function-- and there are a whole lot more!

I am researching some information for a client that you might find useful. Books I just read are "Priceless" -- and have a case study of Mercedes-- how is this co able to appeal to buyers looking for a car in the mid 20's to 100K? "I want that", and "Living it up-- our love with luxury" are all books that get into the core of why we buy.

Price is a terrible motivator and a losers game. Research your ideal customer and be lazar sharp in marketing to that customer.

Carol
Sell Well and Prosper tm

Great comments and ideas above... Some thing to also think about is where your audience is going. You did some radio/media campaigns which I assume by media you mean television. This day in age why are companies investing so much money on online advertising? It's because that's where everyone is going and you can track the results of everything you do. For instance, if you were to take the resources you put into radio/tv, you could have done a program where you ask your current customers to make a short video on why they love your product so much. Make brand advocates out of them. For people submitting this content you could offer the winner....something. Doesn't matter. You can then post this content on a number of different sites stretching your reach far beyond radio/tv. The idea here is to drop a video piece that will be viral. Something interesting and funny perhaps.

Anyways, what I'm getting at here is that there are a number of different ways to engage your audience online and the beauty is that it's completely trackable. Yes one campaign may not work but at least you have the data to back up the fact that it didn't work. Plus, doing things online tends to be considerably more cost effective then traditional advertising.

Anthony

It is very important to know where you are, which market.
Otherwise I'm afraid all the advice in the world will not help you in your very specific location.
I couldn't detect where you are from, but hey, Buick sucks in the U.S. and is considered luxury in China...

Randall is right. The way you ask your question suggests that you are coming at this the wrong way. You're looking at what you can do to get someone to do what you want them to do.

The way to view this is from the customer's perspective. What is it they want? How do they perceive your brand relative to other brands available to them? What unmet needs do they have, and how can you address those needs? How do they make the purchase decision for a car?

If you solve their problem, you'll sell the car. If you start by trying to sell the car, you'll probably guess wrong on the critical benefit and they'll buy some other brand.

You don't mention whether you represent the manufacturer of the car or a local dealer, and that could be an important distinction here. We could use more information to be really helpful to you.