MAR­KET­ING RE­SPON­SI­BIL­ITY

Campaign UK - - NEWS -

Car man­u­fac­tur­ers have a role to play in cor­rect­ing “mis­in­for­ma­tion” around car leas­ing through their mar­ket­ing, Jim Holder, ed­i­to­rial di­rec­tor at Au­to­car,

What Car? and Pis­ton­heads, said. Mar­keters should do this in a straight­for­ward man­ner with­out “spin”, he ex­plained: “If you sell fi­nance, you have to tell both sides of the story. There are pros and cons, and you have to be hon­est about that.”

Holder added that car brands are be­ing at­tacked on two fronts: “Ev­ery bit of mud slung at per­sonal con­tract plans dents con­sumer con­fi­dence in that method of buy­ing a car. At the same time, there’s the prospect of in­ter­est rates go­ing up and im­ported cars get­ting more ex­pen­sive.”

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