A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Friday, December 3, 2010

Audi using 'Framing' effects to sell their new car

$169 a week for a luxury Audi

The above is a good example of how to use 'framing' to sell a product.

The 'framing' strategy is quite simple:

Audi is looking to attract younger buyers to its new Mini rival by offering them a weekly payment deal similar to a mobile phone plan.

The $169 drive-away weekly plan for the new A1 includes servicing costs, interest payments and insurance. It even covers replacement wheels and tyres if you get a flat or damage a rim on a kerb.

The company’s managing director Uwe Hagen says the 36 or 48-month contracts will appeal to a generation of buyers used to paying monthly amounts for their rent, broadband connection and mobile phone plan.

Source: SMH

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