For subscribers
Motor Mouth: Make car ads great again
Sign up now: Get ST's newsletters delivered to your inbox
It is strange that car makers and sellers rarely invest in creative and inspiring advertising campaigns these days, says the writer.
PHOTO: LIANHE ZAOBAO
Follow topic:
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.
