TO THE EDITOR:
Regarding "Did it sell any more cars?" (July 16): I am an advertising copywriter who specializes in autos. I have been the chief writer and creative director of auto brands at a national level (Nissan, Ford, Mercedes, Opel, BMW, Mazda).
As folks like me have a bare 30 to 40 seconds on TV to sell a car (unlike a dealership, which has the luxury of having a customer right there, open to persuasion), it is very well-known that if you put the coupe on the showroom floor (or the TV screen), the buyer is attracted. And even though they can only afford the sedan, in their head, they are driving the coupe.
This hasn't changed in decades. It is at the core of brand building. If anything, a fancy dealership makes a customer think he or she is paying extra for the fancy building and might feel a little taken advantage of.
Thanks to Keith Crain for the column. I wish more OEMs saw it.
JOSEPH SUSKIN, Senior copywriter, NGEN Communications, Toronto