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Pretend you’re seriously considering buying a new car.

(If you actually are considering buying a new car, pretend you’re not and then you can pretend that you are, okay?)

Make a quick mental list of the things that might convince you to buy from one dealer and not others.

Just to get you started, your list might include:

Availability of the model you want
Availability of the options you want
Dealer reputation
Dealer location….

Those are just a few ideas. Go ahead and make your own mental list.

Got it?

Recently I heard a Mercedes-Benz Southern California Dealers radio commercial that says you should come see them for:

“the best buying experience of your life.”

Just out of curiosity: Where on your list was “best buying experience”?

Anyone who ever would consider including “best buying experience” in their copy should never be allowed within 50 miles of the making of a radio commercial.

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  • J.J. Duling December 29, 2009, 9:57 am

    LOL amen to that, Dan!

  • Nick Archer December 29, 2009, 10:06 am

    The only time I ever had a best buying experience was the last time I was in Best Buy.

  • Arlene Tannis December 29, 2009, 10:08 am

    “car” and “best buying experience” just don’t go together, do they?

  • DFR December 29, 2009, 10:24 am

    Or my personal favorite-
    “These cars won’t last long!”

  • Edgar December 29, 2009, 1:45 pm

    Just the thinking of the interaction with the car sales person makes me hate buying a car…

  • Paul Turner December 29, 2009, 5:21 pm

    Does that mean those of us still working in radio are having the Best Employment Experience of our lives?

  • TJ KELLEY December 29, 2009, 7:23 pm

    yeah Paul…..especially the ones that are selling VERIZON while they look for another radio job cuz their station got sold…lmao

    I’m having a GREAT employment experience….hahahahaha

  • Jim Robinson February 6, 2010, 5:31 am

    Mercedes consistently goes for the pretentious. Their TV spots annoy me no end with the talent’s faux urgent delivery and copy about how important these cars are. They’re cars for crying out loud. And the slug line “THIS is Mercedes Benz!” is supposed to tell me what?

  • Burt Burdeen February 6, 2010, 6:21 pm

    So, I had my low mileage “previously driven” 99 Lexus 300 serviced. It was put aside afterwards, since I was busy talking to my brother (who happened to work at the Lexus dealership and found this low mileage beauty for me) When I went to leave I told the service fellow which one it was, he replied—“Oh, The Old One in the back”…….ah, I prefer “mature”.
    When it comes to Mercedes, that would be a “purchase”…….or an”investment”…… and for me, I would never have that “experience”….nor would I want it.


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