Question

Topic: Taglines/Names

Need Auto Dealer Headline/tagline

Posted by pannone on 8/6/2008 at 12:29 PM ET 50 Points
am a small ad agency trying to land a new account.
His ads are aggressive price ads and have many tag lines like"
We make the deals others can't!...
Make us your last stop...and we'll make it your best deal! GUARANTEED

#1 Volume Dealer in the country!

I feel they need to connect more to the customer as far as building trust, satisfaction, and generally an over all positive buying experience.

How can I continue the Aggressive approach but temper it with some customer satisfaction?
Show they actually care about their customers.

How do I convey all that in a simple headline or tag line?
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RESPONSES

  • Posted on 8/6/2008 at 2:09 PM Accepted
    Hi there,

    I know this is going to sound simplistic, but I think if you focus on the benefit to the customer, you will come out on top.

    "making the best deal" - doesn't convey an explicit benefit.

    What is the single most important thing the CUSTOMER GAINS from coming to the dealership?

    That should guide you toward your headline easily.

    Best,

    Kris
  • Posted by Levon on 8/6/2008 at 2:50 PM Accepted
    I would position it along these lines:

    We Make Deals That Make You Feel Good for Many Years to Come...

  • Posted by Javier on 8/6/2008 at 3:02 PM Accepted
    Think of what customer pains is the dealer solving, besides price/value. Look at the competition and figure out what difference does your potential client provide.

    If times allows, go to the dealer lot and ask a couple of potential buyers what they think about the car dealer. This might give you some ideas on how prospecting buyers are positioning the business and what your message should be.
  • Posted by basit khan on 8/6/2008 at 3:38 PM Accepted
    Here you go with fewer taglines:

    Double your satisfaction = car value!

    We value your money and your satisfaction is guaranteed!


    hope this will help you !

  • Posted on 8/7/2008 at 7:59 AM Accepted
    Hey There

    I have worked with car dealers for a long time and there is no getting around the fact that price is the reason for a customer shopping them 95% of the time. They know that, and the customers know it, and that is just the way it is and we need to work with it. Even loyalty from customers who had a really good prior experience will be wiped out by a 'bad' price deal.

    Here's what has worked in our market and it might be a compromise for you - if a dealer presents him/herself as being an aggressive negotiator with the factory, the kind who gets really good deals for their customers because they are so good at getting good cars at good prices to the public, that is the first to get the call about the 'overstock' deal, then they can present themselves as the most likely to be able to get the customer what they want, when they want it, for a great price. Your dealer can present him/herself as the person who only does these dirty deals so that they can continue to pass those savings along to the customer- very much like WalMart and the rollback concept. You can also play up that they get a better selection than anyone else for the same reason.

    And - of course - good customer service and a great feeling, come free as part of the great deal!


    Good luck.

    Claire
  • Posted by Jay Hamilton-Roth on 8/7/2008 at 9:33 AM Accepted
    The Best Cars. The Best Prices. Guaranteed.
    Our Volume Pricing Guarantees Your Happiness.
  • Posted by pannone on 8/7/2008 at 10:41 AM Author
    All great suggestions Thanks You to everyone.
    Just not sure if I have my answer yet?
    Auto Ads very competitive in my area need to continue the "PRICE" Message but somehow convey you will always get the best deal there.
    Normally I would meet with potential client gather some info then go back more prepared. I have one shot to see the owner and need to bring something to show him.
  • Posted on 8/7/2008 at 10:47 AM Accepted
    I am an in the car business, and I tend to agree with Levon's approach. I want to build value that cannot be done with price alone. Plus I when it comes time to making a deal, I want to hold gross as much as possible. You would be surprised how often I don't have to compete on price. The lowest offer doesn't always get the deal.
  • Posted by pannone on 8/7/2008 at 10:56 AM Author
    Devin,
    The thing is this guy took this store from a mediocre selling dealership to the Number one volume dealer in the country. This approach of running low ball $99 per month deals on cars seems to have worked?
    Maybe today the average consumer could care less about customer service and how they are treated ?
    Maybe if its not broke I shouldn't try and fix it?
  • Posted on 8/9/2008 at 9:49 AM Accepted
    How about the following:

    Powered by Trust. Driven by Value.

    The word Trust has a similiar sound the another feature of good automobile of superior quality which is Thrust
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