Whoops! Edmunds.com Makes a Funny Commercial and Irritates Dealers

That strange sound you hear is Edmunds.com backpedaling as fast as they can. In their recent television campaign they created a spot in which a grocery checkout clerk haggles with customers over the price of grocery items. As the customer holds a quart of milk, the clerks says, “That’s gonna be nine dollars.” The customer stares incredulously at the clerk in disbelief. The commercial goes on to show the clerk haggling with different customers, lowering the prices to try to close them. The commercial ends with type graphic on the screen that says, “You wouldn’t haggle for your groceries, so why do it when buying a car?”

[video_lightbox_youtube video_id=”4e4DxkQus80″ width=”640″ height=”480″ anchor=”Click here to see the commercial for yourself”]

While this commercial might resonate with the consumer who believes car-buying is all haggling, it didn’t sit too well with many of Edmunds.com’s auto-dealer customers who felt it perpetuates a nasty stereotype of a car salesman. Edmunds.com has reportedly suffered some cancellations from dealers and has pulled the spots and apologized saying the commercial “missed the mark.”

Whomever created the commercial simply forgot where the money comes from for Edmunds.com. You can see the spot on YouTube.com. Just search “Edmunds.com commercial” and look for “Haggling”.

Also, have you registered for the NADA Convention in San Francisco January 22-25, 2015? If not, visit NADA.org and get ‘er done.

Brett Stevenson


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