04/22/2004 03:29:00 PM 
This dilemma arises out of the very nature of the sales channel. Car dealers and salespeople don't want to waste their time going on a test-drive unless the customer already has a strong intention to buy. Customers know this and respond by not test-driving until they are ready to buy so they can avoid the awkwardness of taking up a salesperson's time when just curious or shopping around. This is part of how car companies eventually lose a large percent somewhat interested prospects to competitors.
Advertisers, who are given the task of driving prospects to the dealership to test-drive, face resistance and conflict from dealers who like foot traffic but do NOT want scores of somewhat curious people coming in to test-drive, diluting the pool of real intendors who are the lifeblood of commission salespeople.
So how does a car company or a car marketer give large numbers of potential customers an in-person, test-drive-like experience without pissing off the dealers? Some of the methods they are using:
-Street teams and guerrilla marketing firms line an entire high foot-traffic street with the car and have cool, knowledgeable reps on hand to show off the cars and answer questions.
-Identifying the few, most influential members of target communities and giving them the car for a period of time with the intention that they will become brand advocates. If one person has a great car brand experience they can influence five to seven other people.
-The 24-hour test-drive - New York Times article
-Luxury hotels partner with a car brand and offer the cars to affluent guests to use during their stay. The hotels like the extra guest excitement for free and the carmakers like the experiential exposure to prospects.
Article entitled 'Hotels, automakers aim for the affluent'
Article about a new car dealership at Ceasars palace
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