Obviously, there are advantages to buying a used car, mainly because of the price. And there are downsides, mostly related to repairs and bragging rights (although there are cheap bragging rights that some people take advantage of).
But today let’s not look at the facts. Let’s look at psychology.
The term “used” implies that someone else has already “used” it. Subconsciously, the word “used” implies:
Partially consumed (no longer full)
Low quality (not the latest updated technology, for example)
Used (no longer shiny and new)
Rusty (yuck!)
No one gets too excited about a “used” car. It’s usually a practical option, an affordable compromise for people who would probably prefer a new vehicle.
In case you’re wondering, a “classic” because it’s awesome. A “vintage car is wonderful. A “used” car is just used. There is a world of difference psychologically between a “classic” 1957 Ford Thunderbird or Chevy Belair and a “used” 2001 Saturn Wagon.
But “used” is actually a catchy term for some people.
People who are in financial trouble, whose entire life is focused on making ends meet. These people don’t even think about buying new ones. No furniture, no cutlery. And certainly not cars. For them, the word “used” points to a product that is within their universe, one that they do not ignore as if it were not there. For them, “used” is really a term of commitment.
Naturally frugal people, who grew up in a frugal environment and are used to buying used things, looking for bargains, haggling, not necessarily because they desperately need to save every penny, but because psychologically they feel “wasted” by paying anything over the minimal price. For those people, “used” is also a powerful term of commitment.
Then there are the ecologists, environmentally conscious people who follow the mantra of “reduce, reuse, and recycle.” When these people live in the city, they may not even have a car, and they can reduce their use by taking public transportation. But many will still want a vehicle for weekends and trips within the city and other places and times when public transport does not provide adequate service. And rural green people have no choice but to have a car.
For those green people buying a car, “used” means they’re reusing it, which is a good thing. They may not like having to drive a machine often vilified for its polluting emissions, but at least they are repurposing a vehicle instead of buying a new one. Yes, for these people, “new” would be a total turnoff; “used” means they are hallowed ground, hallowed enough to justify owning a car.
Finally, there are people who already have a nice new car, but need a second car to coordinate a family that doesn’t always go everywhere together. The idea of having a nice new car appeals to them and their pride. The idea of supporting a second new vehicle seems excessive to them and would hinder their lifestyle in other areas for economic reasons. For these unlikely used-car lovers, “used” is temporarily an effective term of commitment.
If you have a used car to sell, why not try targeting these four markets?
desperately poor
naturally frugal
Green
Families with second car
You might be surprised how quickly someone picks up that old mixer you thought you’d never be able to unload. Yes, there is a market for even the most used used car.