WATCH: NADA Chairman discusses incentive programs at Automotive Press Association

AmericaJR’s Jason Rzucidlo reports from the Detroit Athletic Club for a meeting of the Automotive Press Association (APA). NADA Chairman Mark Scarpelli on Tuesday urged automakers to consider how stair-step incentive programs are damaging their brands, and alerted manufacturers about the unintended consequences of such programs that erode consumer trust and lead to a lack of loyalty to – and desire for – their brands over time. “Any dealer who’s had to deal with these programs can tell you that they are not only trust killers, but they’re brand killers, too,” Scarpelli said in remarks to the APA.

 

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