Motor Mouth: Make car ads great again

It is strange that car makers and sellers rarely invest in creative and inspiring advertising campaigns these days, says the writer.PHOTO: LIANHE ZAOBAO

SINGAPORE - Something an old Jaguar salesman said years ago has stayed with me: We're not selling cars, we're selling dreams.

It's a bit of a cheesy cliche, but it's oh so true. Especially in a place like Singapore, where cars cost three times as much as in most other developed countries and car ownership hovers below 40 per cent of households.

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