Everyone loves a bargain, even those who don't need one

Jim Henry is a special correspondent for Automotive News

F&I managers know that even rich car buyers want to feel like they're getting a good deal. Take the recent announcement that Chase Auto Finance will offer cut-rate financing for the Aston Martin brand, starting in November.

An Aston Martin spokeswoman said that about one-third of the brand's customers get loans or leases at the dealership. The rest pay cash, or presumably get financing someplace else.

Aston Martin says the Chase deal is the first time the brand has offered subvented loans. It seems even the wealthy "one percent" who can afford Aston Martins aren't above taking advantage of special offers. How do you suppose they got to be so rich?

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