The Deeper Dive: Catering to the Keepers

Automakers have collectively spent tens of billions of dollars trying to concoct schemes sales campaigns that make consumers perpetual debtors instead of long-terms owners.

$129 a month. 0-percent financing. Move the decimal point here and the first payment there. Sprinkle a healthy amount of small print, toss in some advertising that pushes the right buttons, and keep driving down credit standards to the point where you maximize your long-term profits.

It takes the right financial recipe — and an awful lot of money — to keep any automaker in the black. The mathematical truth of the auto industry is that automakers can’t do anyone any favors, anywhere, if they don’t successfully cater to a healthy audience that embraces debt as a long-term financial proposition.

So with that said, how should automakers cater to the keepers among us? Those new car shoppers who buy once, and then try to keep their cars until they are often times worth more dead than alive?

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  • Detlump I almost bought a dark red one of these when I was cross-shopping Volvo wagons. I didn't like the frameless glass of the doors but it was a close call. I wanted a wagon for my hockey gear and also carrying parts as I was an engineer at the time. SUVs weren't a thing at that point and I wanted an enclosed, secure cargo area.I ended up going with a 95 850 wagon and it has served me well. The only time it left me stranded (temporarily) was when the coil wire popped off. I also got a flat tire, but I can't blame the Volvo for that. BTW, I still have the 950 with 263,000 miles - just changed the timing belt too - I have that process down to about an hour by now!
  • Wjtinfwb 18 year old Euro with admitted "issues". RUN from this money pit. My experience with European cars is time is more of an enemy than Mileage. I'd rather a 5 year old BMW with 120k miles than a 15 year old one with 50k. Electronics, wiring, plastics, exterior trim etc. just crumble with time, particularly if the car has lived in a harsh climate outside. I have folders of receipts from BMW, VW and Audi shops if you'd like to see the evidence of my thesis.
  • Wjtinfwb We too have a Subaru, a '16 Crosstrek. Aside from it's appetite for batteries (or crappy Subaru batteries), so far it's been a reliable ride, but from day one I've always thought it felt flimsy. I'm sure we'll get good service out of it and have no plans to replace it, but won't be surprised if it starts nickel and diming up as all those plastics and the electronics start to age.
  • Bd2 Excellent article, very nice car. Thank you Murilee.
  • Make_light I like Subarus, and I often think they don't get enough credit for how they drive. Lots of people say it's the faux-rugged image that accounts for their popularity, but they also drive with a solidity and plantedness that's absent from a lot of the Japanese competition. That being said, this thing is ugly. I never felt that Subarus were as ugly as commenters claim they are. Boring, sure, but not necessarily ugly. But between this and the refreshed Legacy, it's like they're trying to make their vehicles look as incohesive and awkward as possible.