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post #1 of 18 (permalink) Old 03-10-2011, 04:31 PM Thread Starter
 
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What is a Value Leader Discount?

I got an e-mail from smart today
smart goes green for St. Patricks Day!

In the email it has this
Quote:
2011 smart fortwo pure coupe: starting at $10,990*....


*Starting at price is based on 2011 smart fortwo pure coupe equipped with air conditioning. MSRP $13,230 less $2,240 Value Leader Discount. Excludes tax, title, license, destination and other dealer fees.
So the question is, What is this big discount they speak of that makes the smart one of the lowest cost cars on the road new

And the links in the e-mail send me here
smart USA - open your mind to the car that challenges the status quo



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post #2 of 18 (permalink) Old 03-10-2011, 05:19 PM
 
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I used to work for one of the big US automakers, so I'm going to throw out what i believe is the thinking here. If the car was sold with an msrp of $10,990 the general public would have the impression that the car was "cheap". So the msrp is marked up, and then they "give away" a $2,420 "discount". Suddenly the buyer's perception is that the car is a great "value". It's all about making the buyer think that they are getting more.

My old employer used to give incentives like that all the time and come up with unique names for it.
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post #3 of 18 (permalink) Old 03-10-2011, 05:32 PM
 
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Forest, I think they are monkeyin' with your brain.
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post #4 of 18 (permalink) Old 03-10-2011, 05:44 PM
 
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Forest, I think they are monkeyin' with your brain.
Yeah, that's the short explanation.
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post #5 of 18 (permalink) Old 03-10-2011, 05:50 PM
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So, free AC?
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post #6 of 18 (permalink) Old 03-10-2011, 06:04 PM
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so, free ac?

tanstaafac
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post #7 of 18 (permalink) Old 03-10-2011, 06:05 PM
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tanstaafac
What?
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post #8 of 18 (permalink) Old 03-10-2011, 06:12 PM
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Once you get there they'll have just sold the car advertised. Of course you can check out this other car that is just "slightly" more.



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post #9 of 18 (permalink) Old 03-10-2011, 06:13 PM
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Once you get there they'll have just sold the car advertised. Of course you can check out this other car that is just "slightly" more.
I miss PPP...
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post #10 of 18 (permalink) Old 03-10-2011, 06:18 PM
 
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Forest, I think they are monkeyin' with your brain.
...got to have one before they fu...mess with it...

jetfuel...almost wrote it...
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