Buying a 2009 Vehicle Presents Tough Questions

Ads Don't Prepare Buyers for the Difficult Decisions They Must Make

Feb 9, 2009

Carmakers and dealers offer great prices, but shoppers can be overwhelmed by the industry's huge changes and the decisions they must make in selecting a car or truck.

With most vehicles advertised at several thousand dollars below the manufacturer’s suggested retail price, experts say 2009 is a good year to buy, but it’s a tough time to choose which vehicle to purchase. In addition to studying price, size and accessories, shoppers must guess which brands and models will be around very long, how much gasoline will cost and then measure it all against their own job prospects.

Current auto advertising doesn’t prepare the shopper for the complexities they will encounter in the purchasing process. Most auto ads still focus on price and luxury features.

The first questions facing buyers is which car manufacturers and which models will survive 2009's troubled economy. Saturn dealers, for instance, said they were uncertain about that brand’s future and Ford was reportedly in talks to sell Volvo.

Automakers Depending on Government Bailouts

With two of America’s big three automakers depending on government bailouts and the third perhaps not far behind them, some buyers may look to foreign manufacturers for more stability in model production. But then Toyota announced in February that it expected to lose $5 billion in the year ending March 31. Those factors are complicated by the uncertainty surrounding parts manufactuers.

Of more immediate concern, buyers have reason to wonder which dealers will be around to provide service. The Detroit News said 590 of the nation’s 20,770 dealerships closed in 2008. Reuters quoted an industry study indicating that more than 3,000 dealers were "at risk of closure" in 2009.

The arrival of the hybrid car contributes to the confusion. While those higher gasoline efficiency ratings are attractive, the hybrids are still relatively new to American drivers, leaving some with doubts about performance and serviceability.

Estimated Gasoline Costs May Mislead

The government-mandated gasoline efficiency ratings have also created questions. The estimated annual gasoline costs posted on the vehicles are all based on $4.10 per gallon prices. The estimated costs, varying by $200 to more than $1000, were realistic in mid 2008, but could be misleading at $2 per gallon prices in February 2009. The change cut gasoline costs in half, significantly impacting the total estimated cost of operating the vehicle.

Also, early in 2009 Congress was promising car buyers some type of tax credit for buying a car during the year. However, citizens who shopped early in the year did not know whether that credit would be significant enough to justify a purchase.

Drivers considering their first purchase in several years are in for some reality checks. Those accustomed to 6 or 8 cyclinders will find that most of the new fuel efficient cars are smaller, four cylinder vehicles with considerably less than 200 horsepower.

4-Cylinder Engines Might Disappoint

The test drive of a 4-cylinder may prompt some to reevaluate their current 6-cylinder, 3.5 liter 250 horsepower vehicle even if it does have 100,000 miles and gets only 18 mpg in the city.

If they survive all the 2009 realities and questions, the shoppers can eventually get down to the fun part of buying a new vehicle-- making decisions on such issues as color and seat covers and such features as rear seat DVD, an iPod interface, 16-inch aluminum wheels, keyless entry doors, carpet mat sets, paint sealant and side curtain airbags.

Advertisers might save a few prospective buyers by better preparing them for what is a unique and trying experience in the annals of car buying.

The copyright of the article Buying a 2009 Vehicle Presents Tough Questions in Advertising is owned by Carroll Trosclair. Permission to republish Buying a 2009 Vehicle Presents Tough Questions in print or online must be granted by the author in writing.