MARKETING RESPONSIBILITY

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.”