The best salespeople and the best sales campaigns stir up an intoxicating stew of emotion and desire. The goal here is tap into your perceived needs, then convince you they will be met if you just give in right now to satisfy what are really wants and cravings.
And that's why advertising pitches are filled with emotional trigger words that create a sense of urgency, that push you to just give in to your desires. Go ahead, they say, just let yourself go, fall in love. Consider some campaigns that are on the go right now:
- Chevrolet is having its “Massive Model Year End Event,” with, according to the ads, three ways to save: new lower cash prices (on Silverado LD and Cruze, written in small print); zero per cent lease for 48 months (on Cruze, again, written in the small print); and, zero per cent finance for up to 84 months (on Cruze and Equinox, in the fine print);
- Nissan is having its “Close a Great Deal Clearout” with “Spin ‘N Win” – which assures us that “Everyone’s a Winner.” But hurry: “4 Days Only.”
- The Hyundai Advantage has “Low Prices and 0 per cent financing.”
- Acura has its “Last Chance 2012”: “For a limited time save up to $7,500 on remaining select 2012 Acura models.”
- BMW says “Make Your Next Drive xDrive.”
- Mercedes-Benz Fall Sales Event is Here: three payment waived.
- And in a somewhat bizarre twist, Subaru’s Outback will help birdwatchers get out more. (Don’t ask about this one; the nuanced subtlety of this full-page ad is beyond the scope of what Deals of the Week can explain here, other than to point out that the Outback is an expression of “exceptional thinking” at this auto maker. Translation: if you buy a Subaru, you’re an exceptional thinker, too.)
Deals of the Week sees a role in throwing a bit of cold water on feverish car buyers. Deals does this mostly by crunching the numbers, but it's also sobering simply to examine and discuss these emotional pitches in a level-headed way. Strip away the emotion, and you will almost always get a better deal.
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To that end, Deals likes the offer on remaining 2012 Acura TSX sedans. Take the $2,000 rebate on a nicely loaded TSX with the V-6, automatic transmission and Tech Package. Acura wants to unload the leftover 2012s, which means finance and lease offers as low as 0.5 per cent. There is also a $1,000 Loyalty Bonus available to existing Acura owners. So there is plenty of room here to cut a deal.
Then there is the 2012 Nissan Versa hatchback, a fuel efficient little runabout. While Nissan warns of "limited availability," if you can find a 2012 1.8 SL with CVT, Nissan has a $2,500 rebate in play. You can combine this with zero per cent financing for up to 84 months.
Over at Cadillac, the CTS Coupe has a $3,000 factory rebate that can be combined with 2.49 per cent financing. It's a similar story for the Jeep Wrangler Unlimited, with up to $3,000 in discounts that can be combined with 2.49 per financing.
Of course, in all instances park your emotions when you check with your dealer for all the details. As per usual, Deals of the Week obtained pricing information from carcostcanada.com, among other sources. Consult your dealer for all the details.
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2012 Acura TSX V-6 Auto w/Tech Package
- MSRP: $41,890
- Freight, dealer prep, air conditioning tax: $2,045
- Dealer discount (estimated): $1,500
- Taxable subtotal: $42,435
- Total price with 13 per cent HST: $47,951.55
- Factory rebate: $2,000 (Non-stackable Trading Dollars factory-to-consumer rebate)
- Final price: $45,951.55
2012 Nissan Versa 1.8 SL CVT hatchback
- MSRP: $18,978
- Freight, dealer prep and air conditioning tax: $1,667
- Dealer discount (estimated): $500
- Factory discount: $2,500 (Non-stackable Trading Dollars factory-to-dealer rebate)
- Taxable subtotal: $17,645
- Total price with 13 per cent HST: $19,938.85
- Zero per cent financing for up to 84 months five years
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2012 Cadillac CTS Coupe
- MSRP: $42,210
- Freight, dealer prep, AC tax: $1,695
- Dealer discount (estimated): $1,600
- Factory discount: $3,000 (Stackable Cash delivery allowance factory-to-dealer rebate)
- Taxable subtotal: $39,305
- Total price with 13 per cent HST: $44,414.65
- Can be combined with 2.49 per cent financing for two years
2012 Jeep Wrangler Unlimited Sport 4WD
- MSRP: $27,795
- Freight, dealer prep, AC tax: $1,695
- Dealer discount (estimated): $1,000
- Factory discount: $2,000 (Consumer Cash factory-to-dealer rebate)
- Taxable subtotal: $26,490
- Total price with 13 per cent HST: $29,933.70
- Factory discount: $1,000 (Wrangler Bonus Cash factory-to-customer rebate)
- Final price: $28,933.70
- Can be combined with financing as low 2.49 per cent financing
Pricing information source:carcostcanada.com. Calculations based on Ontario customers. Please note that while the information above is accurate at the time of publication, incentives are given at the discretion of individual dealers, and may be changed or discontinued at any time. Dealer discounts are negotiated with the customer on a case-by-case basis.