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U of M marketing professor George John says there should be plenty of deals for consumers looking to purchase new and used cars this Memorial Day weekend.

U of M expert says car shoppers are in the driver's seat as summer approaches

May 26, 2010

While the recession may still have a tight grip on consumer’s wallets, this doesn’t mean they aren’t in the mood for major purchases such as cars – and dealers are well aware of this. A University of Minnesota marketing professor who can comment on how dealers will be offering major incentives as the Memorial Day weekend approaches is:

George John, professor of marketing, University of Minnesota’s Carlson School of Management
“Sales are always more common at the top of a sales cycle,” says John. In particular, major, end-of-month holiday weekends are times when dealerships will spend more on advertising and have special sales drives. In addition, John says sales people are well aware of the better mood shoppers are in during holiday weekends, which for them often equals more sales.

To view or embed a YouTube video of John talking about the outlook for car sales over the Memorial Day weekend and summer season, visit http://www.youtube.com/watch?v=15HwlB8dwxA.

This car sales season has one extra issue, he says. “The drop in resale value of previous high-resale brands, especially Toyota, makes it attractive for other companies to offer extra dollars to poach Toyota buyers.”

John is a leading expert on marketing channels, high-technology and branding. Most recently his comments on pricing and branding issues have appeared in the New York Times, Business Week and the Star Tribune.

To interview John contact Jeff Falk at (612) 626-1720, or jfalk@umn.edu; or Rebecca Monro at (612) 626-7940 or rmonro@umn.edu.

Expert Alert is a service provided by the University News Service. Delivered regularly, Expert Alert is designed to connect university experts to today's breaking news and current events. For an archive and other useful media services, visit www.unews.umn.edu.

Tags: Carlson School of Management

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videoGeorge John on summer car sales (video) 

George John on summer car sales (video)