NEW RESEARCH from theSociety of Motor Manufacturers
and media agency Optimedia revealed that UK car buyers pay millions of pounds annually to cover the cost of the ads that persuaded them to buy the car car in the first place. Topping the bill with a swingeing £14,883 per unit sold was GM’s flagship marque Cadillac - total UK sales in 1998, 111 units! Citröendrivers paid £407 per car for the unadorned joy of driving a vehicle endorsed by an equally unadorned Claudia Schiffer, whilst those buying a Renault Clio might be justified in thinking that the company’s sniggering 'size matters' slogan refers to the extra £335 they paid to cover ad costs. Ford is seemingly the most cost-efficient advertiser with ad costs of only £172 per unit.