Magazine article Marketing

The Worst of Both Worlds

Magazine article Marketing

The Worst of Both Worlds

Article excerpt

The worst of both worlds

As every good salesman knows, the customer is always right. But what happens when the customer is confused, and wants the best of both worlds?

The salesman's natural instinct is to seize the opportunity to sell both to the customer -- which is what is currently happening in the car market.

Car consumers are facing both ways. They don't want to destroy the environment, but they want the flexibility and freedom a car represents.

A series of initiatives -- unleaded petrol, catalytic converters, and now perhaps, compulsory engine tuning -- have been launched to persuade car users that (at least) they don't need to feel so guilty.

Like most Green issues, however, the car problem goes much deeper.

The inexorable rise in the number of cars on the road is going to cancel out the effect of all these emission initiatives. But isn't increasing the number of cars on the road what marketing is all about? …

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