All it takes to sell anything to most car dealers is a report starting with the words… “Our most recent research shows that …” We are such suckers for misinformation disguised as valid research. All I have to say about that is my own research shows that most recent reports conducted and commissioned by vendors and manufacturers is most likely bogus and definitely suspect.
In the last three weeks of March and the first week of April, no less than five monumental research reports were piously heralded and reported in the industry press as dramatic paradigm shifts in the way consumers buy automobiles and the way we sell them.
I know, I know. I can hear you from here. “Ziegler, you’re just an old-school cynic and skeptic.” Yes, labeling is one way to discredit the discrediters and silence the opposition. But I can’t be the only one who smells a rat.
Bias Is as Bias Does
You have to agree that just about all the research, studies and surveys coming at us in rapid-fire releases is that they all benefit the business model of the vendor that released them or the direction the manufacturer is steering the dealers for their own purposes.
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