We've noticed that marketers at car companies have started to change their marketing tactics. They no longer tout performance features like 400 horsepower or luxury features like navigation systems. Nowadays, many of the ads just jump right to the point and highlight the thing that matters the most -- the price, which is usually presented in a "starting at $xx,xxx" format. Here are a few examples from a random sampling of this week's ads:
- Chevrolet Aveo - 34 MPG Hwy, starting at $12,120
- Hyundai Tucson - Ginormously Small, Starting at $17,420
- Mazda6 - 0.0% Financing for 36 months, Starting at $19,220
- Volvo S40 - Starting at $28,550
Of course in reality the "starting price" is just the teaser and no one really gets to buy a car at the starting price. I wonder, does the slogan "truth in advertising" apply to the auto industry?
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