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How has the auto buyer changed?

How has the auto buyer changed?

Historically, vehicles were so
poorly built that most vehicle consumers ended up in the
marketplace because they had a fundamental need. Today, vehicles are so well
built that they no longer have a need. So what vehicle companies and
successful dealers do is redefine the brand values that
that consumer may be looking for, which allows him to give up
a vehicle that is perfectly good operating and can last for
another five or six years, but the move from his
old brand values to his new brand values. And you have to very carefully
paint that picture for him to get him to buy in to the new
brand statement that you want him to embrace with the purchase
of this new vehicle.

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