That has got to be one of the dumbest marketing ideas anyone ever came up with.

I was driving in my car listening to the radio this morning and a commercial comes on making a big deal about this car dealership being under new management. You know what? I couldn’t care less, and although they think the commercial is going to make me take a second look, it won’t.

Let’s suppose that you’d purchased a car from that dealership before and were unhappy with the experience. Would you seriously consider buying a car there now, just because they are under new management?

Now, suppose that you’d never purchased a car from that dealer before. Doesn’t the fact that it’s under new management tell you something about the old management? The logical conclusion is that the old company sold out because they weren’t profitable (probably because of poor management), so now that the commercial has put that negative thought in your mind, why would you suspect that the new management would be any better?

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