Hand mom the keys to her pricey Mother's Day gift

Donna Harris covers retail issues for Automotive News
David Wharmby's Mother's Day promotion bombed last year. The general manager of Carling Mazda in Ottawa, Ontario, tried to woo car buyers by offering roses to female shoppers.

"It wasn't very successful," admits Wharmby. "A car is a high-priced item for a Mother's Day gift."

This year his dealership is trying a new approach: a "Mother's Day Extravaganza" that offers new-car buyers up to $7,000 cash back and special financing starting at zero percent.

He figures that'll make it a little easier to put mom in a new car.