Luxury car dealers whip out promotional weaponry on potential vehicle buyers

The Business Times reported that car dealers are pulling out all the stops in lavishing freebies on potential car buyers - though not all customers are turned on by what some describe as just sales 'gimmicks'.

Among the more impressive offers are those from Borneo Motors, dealer for the luxury Lexus marque. New owners are given a choice of three giveaways:

• To be driven in the Lexus LFA Supercar on a racing circuit in Taiwan, with the flight there and accommodation covered;
• A dining experience featuring various types of Japanese cuisine in Tokyo; or
• Free car servicing for five years and an extended five-year warranty, compared to a standard warranty of three years.

A senior executive of Borneo Motors Singapore said these gifts were to promote the marque. "But more importantly, we are doing this based on customer feedback," the senior executive added. It is not the first time Lexus has organised such events, adding that as many as seven in 10 customers are existing Lexus owners who say that something like this 'would be nice to have' when they buy a new car.

Other luxury makes are also on track with their own treats. However, not all brands are on board the latest promotional blitz for new car purchases. The boss of one premium brand which does not give away anything with its cars calls such freebies 'gimmicks'. He said, "They are essentially the same as an overtrade, a discount or credit - they are all gimmicks. If my cars sell, I don't need to resort to all these."