This Post Is Keyboard Approved

There's a car dealership in the area, Barry Cullen Chevrolet in Guelph, that used to advertise heavily on local TV. All their ads were built around the idea that he was "The Regional Dealer." That might take the form of a simple slogan ("Come down to Barry Cullen Chevrolet, The Regional Dealer!") or claims of superior service ("When you're The Regional Dealer, you can offer the biggest rebates.") I found all this curious because he never actually explained what the hell a regional dealer was or what was so great about it.

I was thinking about this because Nissan has been running ads bragging about things being "factory approved." Their rebates, technology, option packages: they gleefully exclaim that it's all factory approved.

I have no idea why this is such a selling point. You sometimes hear the term "factory approved" when referring to replacement parts, just to assure you that they aren't some warranty-voiding knockoff. When you think about it, it's an anachronistic term; really, you need approval from the designers and engineers, and presumably their lawyers. The factory in a struggling right-to-work state where robots weld together parts freshly trucked-in from Mexico probably doesn't have the clout to approve anything in the company.

But is there really a problem with non-factory-approved sales prices? Have you ever received a thousand-off a car price, only to later find out that the factory didn't approve it? Even if the factory didn't approve, would you really have a problem with it? If anything, I think if be a little more inclined to buy a car if they could assure me that my deal is just between the dealer and me, because the factory would be real pissed-off if they found out.

But I'm being naive, what surely happened is that a focus group stumbled across the fact that "factory approved" really resonated with the demographics that buy cars, and they overreacted, and tried to call everything "factory approved.” Really, we should just be glad they weren’t claiming everything is “chocolate covered.”