October 15th, 2006 by Bob Bly
For several years, car manufacturers have been proactively marketing sales of used vehicles with ads touting “certified pre-owned vehicles.”
These are used cars that have been thoroughly inspected and come with a warranty equivalent (or close to it) to that of a new car.
I heard a radio commercial today for Toyota, who has jumped into this market.
But instead of calling their used car a “pre-owned vehicle” … they call it a “used car”!
Now I admire plain-speaking people and honest, forthright language … and “used car” fits that bill better than “pre-owned vehicle.”
On the other hand, there’s a reason Mont Blanc sells “writing instruments” — and the reason is, no one wants to pay $100 for a “pen.”
So what do you think?
Will Toyota’s honesty be rewarded by consumers with more sales?
Or are they shooting themselves in the foot by not advertising “pre-owned vehicles”?
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