Photo: original image by autoevolution
"XXYY SUV Winter Edition. Forget about the plans. Forget about schedules and meeting. Forget about yesterday, all that matters is now. Receive free all-wheel drive, winter tires, roof rails and a ski rack." – that's a small part of an email offer I recently received from a car dealer. The company I won't name (it's got a star logo) is one of the many that claim to offer free 4x4 with their SUV this winter. Mazda does it with the CX-5, Opel with the Mokka and so on and so forth.
At any other time in the year, nobody would ever buy into the idea of free anything, especially if it's a huge mechanical shaft that sends power to two more wheels. Did they have a bunch of differentials lying around gathering dust and decided to give them away? Of course not. Free winter tires? Sure, I can believe it, but only because the dealer makes at least 5% profit on my a$$.
But when Christmas is around and every Facebook post is about buying or sharing, we seem more inclined to believe as stupid an idea as a car company deliberately losing money just so we can be happy and enjoy more traction.
Global food and beverage companies have been pulling this trick for decades. At the start of December, every beer, Coca Cola and Red Bull bottle or can is at least 20% bigger. Oh sure, we get to drink a little more, but because we're so hyped up to buy everything we see, the companies actually make a bigger profit instead of losing money.
There are even some products that only work during wintertime. I really hate chocolate because it sometimes gives me allergies, but for some bizarre reason, orange&cinnamon or nuts&honey editions always manage to find their way onto my desk. I even buy those overpriced bars with start-shaped sprinkles on top and the chocolate Santa.
If the brand I refuse to name (it's German and has a star logo) told anybody about "free 4x4" during the summer, it would never work. People would send reply emails telling them that AWD is a €2,000 option and that they don't actually need a roof box because they hate skiing.
I don't even want AWD with my crossover because it hurts fuel consumption and I only need it for one month of the year when I'm too lazy or cold to make trips anyway. If the unnamed company offered me €3,000 of free options, I would order the AMG pack or a more powerful engine.
But it's stupid to refuse anything that's free on Christmas, right? I don't want Santa to be upset with me and stop sliding down my chimney!
But when Christmas is around and every Facebook post is about buying or sharing, we seem more inclined to believe as stupid an idea as a car company deliberately losing money just so we can be happy and enjoy more traction.
Global food and beverage companies have been pulling this trick for decades. At the start of December, every beer, Coca Cola and Red Bull bottle or can is at least 20% bigger. Oh sure, we get to drink a little more, but because we're so hyped up to buy everything we see, the companies actually make a bigger profit instead of losing money.
There are even some products that only work during wintertime. I really hate chocolate because it sometimes gives me allergies, but for some bizarre reason, orange&cinnamon or nuts&honey editions always manage to find their way onto my desk. I even buy those overpriced bars with start-shaped sprinkles on top and the chocolate Santa.
If the brand I refuse to name (it's German and has a star logo) told anybody about "free 4x4" during the summer, it would never work. People would send reply emails telling them that AWD is a €2,000 option and that they don't actually need a roof box because they hate skiing.
I don't even want AWD with my crossover because it hurts fuel consumption and I only need it for one month of the year when I'm too lazy or cold to make trips anyway. If the unnamed company offered me €3,000 of free options, I would order the AMG pack or a more powerful engine.
But it's stupid to refuse anything that's free on Christmas, right? I don't want Santa to be upset with me and stop sliding down my chimney!
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