Honda Dealers Selling Cars ... and New Image†

Case Study: After Push, SoCal Consumers See Salesmen as Less Sleazy

Advertising Age, September 3, 2007 — ay, "car dealers"; think, "sleazy."

That's been the association Americans have had for the past 30 years, according to Gallup polls that routinely lump dealers at the bottom of the barrel when it comes to ethics and trustworthiness. But now, a group of Honda dealers is out to change that reputation, at least in Southern California. About six months ago, it acknowledged dealers' notorious image and now is aiming to clean it up. The tactic: a marketing campaign to prove Southern California Honda dealers are helpful.