Be different

In a difficult economy for automobile sales Jones Ford etc. has determined to be different with a unique idea – a lifetime limited warranty on engine and drive train.  The fact that there are some exceptions and stipulations is unimportant.  The real key is that the dealership has decided to do something that differentiates itself from the others.  This is a lesson for every business.  “Be different (better) and then tell the world how you are different.” That is a key simple formula for success.

Note that there are two things to be done.  Being better than everyone else does no good if you don't advertise the fact.  On the other hand, a bunch of advertising but not being different is also a waste of time.

Comments

[Ivan]

Wow. That's a great deal. My Honda Civic (purchased in March 2005 in Denville, NJ) came with a paltry 36,000 warranty. The car was originally a lease, but I surpassed the lease mileage in under 2 years and am currently at 42,300 miles. I will have to purchase the car when the lease expires and wish that I had a lifetime (with some stipulations) warranty.
Does their warranty work at other Ford dealerships or licensed Ford mechanics, though, or does this lock you in to having Jones do repairs?

[Art Pulis]

Ivan, since it is just a Jones Ford thing, I think that any work has to be done by Jones. It has nothing to do with Ford. The important thing is that it will cover any make, even the foreign cars that Jones sells off their used lot.

[myspace design]

"Being better than everyone else does no good if you don't advertise the fact. On the other hand, a bunch of advertising but not being different is also a waste of time."

This is so true. Thanks for this very insightful post.