Walking into the car dealership, I have a vision for my car experience. I want the most comfortable ride possible without sacrificing these three three cores:
- top-tier gas mileage
And of course, it needs to be within my price range as I put on an inordinate amount of miles and I want to spend the least amount of money to achieve my car experience vision.
So I can skip the Cadillac dealership, the BMW dealership… Audi, Land Rover, Acura, etc. I’d love to have one from those lots and they are clearly better in a car to car comparison.
And adding to big assumptions, I’d say most people that based their decision solely on desire and not vision/need would select one of these “ultimate driving machines”.
However, in “my” vision to car comparison, the Ford, Chevy, Honda, Kia, and GMC dealerships actually are the better decision. No doubt, the person that sees me in my new car doesn’t know this idea of the “vision to car comparison”. This means that my Honda Civic doesn’t get near the attention of a Cadillac CTS-V. It doesn’t turn heads. It doesn’t have the Wow Factor.
But you know what, this Honda Civics kicks some serious butt when looking at what I need it to do. And when I educate people on my decision, no one goes “you should have gotten a Range Rover”.
Just thinking about devices a lot these days…
Image: BMW Cars at the 2012 New York International Auto Show, a Creative Commons Attribution Share-Alike (2.0) image from lotprocars’s photostream