Vauxhall Network Q: Advertising the Used Car Revolution

James Allan

Network Q was launched in 1991-1992 by Vauxhall as a scheme to organise the used-car-buying market. The new service would offer buyers security and peace of mind, protect residual and new car values, minimise fleet/rental stock depreciation, and motivate the dealer network.
Agency: CogentAuthor: James Allan

Network Q: Advertising the Used Car Revolution

 

INTRODUCTION

Network Q is Vauxhall's most powerful brand

The abused car market

The UK has always had a large used car market compared to the rest of Europe. This is partly due to the exorbitant new car prices UK consumers have always had to endure, alarming depreciation on certain new cars (due to high numbers of exfleet vehicles exerting downward pressure on the market) and a relatively high cost of borrowing. The choice for many used car buyers was stark pay higher prices from...

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