Mail-order firm plans to sell vehicles

Fuerth. Over 2 million people signed up for a chance to buy one of 50 Smart convertibles for 1,990 euros offered through a special one-month promotion by the Quelle mail-order catalog that ended May 16.

The 50 cars available under the offer were due to be handed out by drawing of lots on May 27.

Because of the "enormous feedback" the mail-order company now plans to enter the auto trade and "break this last cartel apart," Quelle spokesman Erich Jeske says.

The Smart promotion is only part of Quelle's marketing strategy: "A special product, a special price, a limited number and a limited order period."

Using this principle, Quelle last year offered 1,000 bicycles for 49.90 euros instead of the normal price of 499 euros. Altogether, 1.6 million people bid for the bikes. After that, Quelle offered the bicycles again to all unsuccessful bidders, this time for 299 euros, still 200 euros below the regular price.

Quelle now wants to make a new offer to bidders who failed to get their convertible, "and this one will be more than just a Smart," says Jeske.

Tags: Retail

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