Learning from Winners: How Research Drove a New Model for the Automotive Industry

This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF).

Learning from Winners: How Research Drove a New Model for the Automotive Industry

Raymond PettitAdvertising Research Foundation

INTRODUCTION

As auto leasing gained favor in the early 1990s, automakers recognized a need to help dealers manage the influx of a new kind of used vehicle. These were cars with relatively few miles and/or defects, leased for short-term use. Automakers began reconditioning these cars to like-new standards, offering such benefits as manufacturer-backed warranties, and selling them at a premium versus traditional used-car prices.

Certified Pre Owned (CPO) sales held promise. Essentially, they improved residual car value and extended future brand resale....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands