What do you do?
My client sells new Ford vehicles in a medium sized midwestern market. They've been in business for 40+ years. This year they're going to make a big change in the way they approach pricing. Instead of the traditional car buying negotiation process, they are moving to a non-negotiation price on every vehicle. Now, each new car will have a price sticker on it featuring their absolute lowest price. The dealership will base that price on the local market value for that vehicle. Moving to a market-based pricing will mean that the sticker price on each vehicle could change from day to day as the market for each vehicle will fluctuate.
The goal is to do away with the hassle of negotiating. This should make car buying easier, simpler and quicker.
Do you require that a .COM or other URL be available for the new name?
What is your industry?
Describe your audience
This dealership sells more trucks than cars, so their demographic skews a bit more male. In general Ford vehicle buyers are adults, age 35 - 64. The person who is going to be most interested in this new pricing model are people who are already comparison shopping via the internet. This person doesn't like the negotiating "games" you have to play at the dealership. They are informed about price and selection, and have a general idea of what they want to pay before they walk into the dealership. This program is NOT for the older male who likes to pit his wits against the dealership and feels that "negotiating" is the only way to get the best deal.
What 3 things do you want your product name to communicate to your audience?
1. One final price, marked on the vehicle.
2. No negotiations.
3. Best price available in the market today.
List the names of your top three competitor products
-- There's a dealership in Texas, Bluebonnet Ford (bbmotors.com) that has a similar product called "Posted Pricing"
-- Years ago Saturn used no negotiation pricing
-- No one else in the market is using this pricing model, so if you find another dealer in another market who is, use their language for inspiration.
What character, tenor or spirit do you wish to convey?
1. Friendly and approachable.
2. Serious and believable.
3. Fun to say.
Are there any words or phrases you like?
Are there specific words or phrases you don't like?
Do you want to include additional info?
If I need to re-direct the group's efforts, I'll add information as I get entries.
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