Auto Sales & Ego - By: Terry S Vostor

Expect for a home, an automobile is the single largest investment a high percentage of people will ever make. It is often the biggest drain on the household and while most houses increase in value cars depreciate in value. Public transportation is cheap but in many parts of the world isn't set up good enough to be an ideal way of living. Most car owners are aware that it is becoming very expensive to own and operate an automobile, but many have only a small notion exactly how big a car can take on a family budget. It isn't even so much the gas the kills you or the insurance like most people think. It is the long term amount you pay in repairs that really does you in. In order for a family to have a car they need to make sure they have enough money saved up in an emergency fund so that if repairs are needed they can afford it without going on debt and paying high interest. A car in other parts of the world is a luxury only to the people that have the highest financial status. It is interesting that in North America we look at it as normal living to own a car and don't appropriate our convenience.

A car in many ways for young people is a representation of their youth. The power, speed excitement all characteristics of youthful masculinity makes cars very attractive to the young crew. We have a society that has been pressed upon by social conditioning that having a fast and nice car will get them highly attractive women. It all comes down to target market research. Marketing and implementation of survey research. All driven to satisfy basic human egos. They wouldn't be producing all these very fast cars if people weren't buying them. A simple timely question to ask - What are the speed limits on the roads that the vehicle is going to be driven.

It's not unlike seeing a high end sport scar holding up traffic on the Trans - Canada highway doing the exact speed limit of 100 km per hour? It amazing to me that financially a young adult will justify paying interest on a car to get it right away. Even through it will cost a lot more in the long run. There are qualities of owning car that I think are beneficial for a youth. Such as responsibility, Independence but at the same time when I see young people defining them-selves by the car they own. Then I feel we'll lost some people in there ability to be authentic. An expensive car is mostly just a toy. In terms of cost it makes no sense for a family or a young person to buy an expensive car yet we see it happen all the time. Who goes shopping for an expensive car with all the bells and whistles?

Yet few leave the dealership with basic auto purchases and car payments. Sure it nice to have these toys but I feel that there are other things in my life that have more value that I want to put my money into. Having an expensive car will only give me a brief self of esteem and further consume my ego that I need more superficial objects to fulfill me. In the end when a full and proper comprehensive marketing model is made of the automobile purchaser and their considerations it can be summarized that the marketing of automobiles and luxury transportation products is driven just like the stock market.

Although the financial markets and the financial industry are supposed to be driven be cold steeled business logic in the end these decisions and transactions ere driven by little more than emotions and even greed when it comes down to the final mile and finish line.

In the end it can be said that in mass market broadcast advertising and more up to date targeted internet sales tactics sales and marketing comes down to stroking customer's egos.

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