Big Family Gift: Give a Car This Christmas

By Suzanne Kane

Suzanne Kane

Contributing Writer BIO

Suzanne Kane is an editor at High Gear Media focusing on covering the latest product and other auto-related information for Family Car Guide... More

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4 846 views Nov 29, 2010

Lexus GS 460

Right around Thanksgiving each year (sometimes a little before), a few automakers air their holiday commercials that feature an array of product offerings with big red bows on them. This always struck me as a little outrageous. Yes, it’s an attention-getter – the first time. But after a while, you tend to get a little annoyed. Who can afford to give a car away at Christmas these days? Are you just a bit surprised that some car companies still do this?

Of course, the idea is to get consumers in the showrooms. The fact that a car is the second-biggest purchase most people make in their lifetimes (right after a home) means that it is a rather large investment. So, naturally, people take their time to investigate what’s out there and at the best price. Maybe some of the folks think of the big red bow year-end sales events as an opportunity to go in and negotiate a really good deal. Sure, everybody wins – and don’t think the dealer isn’t still going to make something on the transaction.

But the thought that the family comes home with a bright and shiny new car is enough to bring smiles to the most jaded among us.

This year, while you watch the Christmas specials, football games, and your favorite TV fare, count how many times you see the red bow-bedecked cars being touted by one or another automaker. Of course, there’s holiday music and a few snowflakes to add to the mood. Or, it could be a winter-themed commercial.

In the meantime, here are some that you may have already seen.

Hint: They’re all from luxury automakers. (Does that mean only the well-heeled can afford to buy such an expensive holiday gift?)

Lexus: The December to Remember Sales Event

Lexus has been running this commercial – or something like it – for several years. In that sense, it’s timeless and always appropriate. After all, it’s only necessary to swap out the vehicles and drag out the same big red bows each year, right? The tagline is, “The most magical time of the year.” Talk about laying it on. Of course, Christmas is the most magical time of the year. It’s when we can dare to dream big.

Works for me, despite the fact that my wallet doesn’t stretch far enough to accommodate the purchase of a new car as a gift.

Audi: The Season of Audi Event

Okay, so only one snowflake montage here – and no other signs of snow. But the tagline is certainly inviting: “Progress cannot be stopped, but it can be driven.” And maybe the shine is the glare of ice. Seems like winter, sure enough.

Mercedes-Benz: The 2010 Winter Event

Not one to miss out on an opportunity – especially since Mercedes-Benz sales are up considerably this year, the clever marketing folks at MBUSA have their own idea of a holiday commercial to entice would-be buyers into the showroom. Eschewing the big red bows, Mercedes-Benz touts “The 2010 Winter Event – Now through January 3rd.” With snow-covered evergreens and mountains in the background, viewers are encouraged to jump in the car and come on over to check out the vehicles – and the deals. Kind of makes you want to hop in one of those luxo-mobiles and head for the snow-capped mountains for a ski trip, eh?

BMW Joy Sales Event

According to BMW, this is the automaker’s “favorite time of the year.” During the BMW Joy Sales Event – now through January 3, 2011, consumers can get holiday credit up to $2,500 on selected models ($1,500 on others). The array of strategically-placed Bimmers on a snow-covered plateau looks rather appealing. Wonder if they needed snow chains to get up there.

Cadillac: Season’s Best from Cadillac

Luxury automaker Cadillac invites consumers to “Open up a Cadillac this holiday season,” with 0% APR on select 2011 Cadillac vehicles for qualified buyers. Of course, showcasing the CTS is enough to get some hearts pumping. (Note: the CTS appears in the print ad.)

Come to think of it, every automaker has some sort of sales gimmick associated with the holidays. That’s called marketing. Well, it does add an element of novelty to the same-old, same-old car commercials.

Besides, don’t we all like snowflakes … and red bows?