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What’s going on in consumers’ minds when they are purchasing a new vehicle?
We typically perceive purchasing a new vehicle as a positive, and it seems reasonable to think about it this way. We all have stories of taking our new car or truck to show friends and relatives and we...
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Why Do People Buy Four Wheel Drive?
What motivates people to buy Four Wheel (4WD) or All Wheel Drive vehicles? With a price premium anywhere from $2,000 to $5,000 or more, it is an expensive option to just throw in. When we hear “4WD” we...
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Going to See the Gophers This Weekend? The Impact of Pricing Games in Dealership
Remember the scene from Fargo where the nice midwestern couple were getting the run around on a new Oldsmobile by Mr. Gunderson? Well, we all know that happens from time to time, but how often does...
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