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Celebrities avail upto 60 percent discount on luxury cars and supercars
Celebrities can avail upto 60 percent discount on their favourite luxury cars though a win-win deal directly with the manufacturer.
Quite often, one would find himself/herself bargaining for a good discount for any product of choice. When it comes to cars too, it is a similar story, but the common man would have to walk off with whatever the dealership offers to him, which would in all probability be just a small discount and maybe some goodies.
Turns out, this is not the case with celebrities. The luxury cars and sometimes supercars we see our favourite celebrities driving in, might not have been bought for the sticker price.
A report has emerged that celebrities rarely pay the full amount for a luxury car. Instead, they get huge discounts ranging between 20-60 per cent, depending on their stature and position.
A junior sports star or a TV actor/actress might get around 20 percent off, a Bollywood artist or a big sports star can get up to 60 percent off on their favourite sports car or luxury car. The trade-off that the celebrity would have to make is that, they would have to tweet pictures of the car or post it on their instagram or facebook accounts.
By doing so, the celebrity would become the unofficial brand ambassador of the brand, thereby indirectly promoting the brand. The concept behind this is simple. Automobile companies survive on sales and sales is driven by marketing and advertising.
The celebrities in question here have their own fanbase and following, and when he/she posts a picture on their social media handles with a particular car, it becomes the talk of the town and builds up goodwill for the car manufacturer.
These discounts cannot usually be availed at dealerships and hence celebrities get in touch with the manufacturer directly. The manufacturer sometimes offers a vehicle to the celebrity in return for social appearances, tweets, facebook and instagram posts, etc.
Handing over of the car is also often turned into a gala event with the press being invited, and the company getting all the coverage they wanted. This scenario is completely different from one wherein the celebrity becomes the brand ambassador for a particular brand. In that case, the celebrity is paid for promotional events.
Just as an example, Bollywood star Shahrukh Khan has been the brand ambassador for Korean car company Hyundai. Shahrukh Khan does advertising for Hyundai, and most of his movies feature a Hyundai car. However, he is seldom seen driving one.
Instead he is often seen in a BMW 7-series, and his garage has three more BMWs alongside some other German cars. This way, he is directly marketing Hyundai, but indirectly marketing BMW, as big fans of his would invariably have goodwill towards BMW since their idol drives it's cars regularly.
Many websites and magazines even carry stories about the cars driven by celebrities. This turns out to be a win-win situation for all the parties involved. The car company gets the attention it wants, the celebrity gets the car he/she wants with a big discount and everyone goes home happy.
However, we should not brush aside every expensive car owned by every celebrity, as some of them might be purchased paying the full amount. So, the next time one looks at a celebrity in an expensive car, remember, there always is a story behind everything.
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