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NADA launches campaign against stair-steps

September 14, 2012
The National Automobile Dealers Association kicked off a national print ad campaign on Sept. 10 detailing the many negative aspects of manufacturer stair-step incentive programs.
The full-page ad, "Stair-Step Incentive Programs are Bad for the Auto Industry," began running in that day’s edition of Automotive News.
The ad points out that "stair-step programs create too many negatives to justify their use."
Stair-step programs "harm brand credibility; hurt dealers of all sizes; undermine relationships between dealers and their customers; have an adverse affect on CSI scores; and destroy consumer confidence in dealers -- and in manufacturers’ brands."
Dealers who want to comment about the programs and other manufacturer intrusions into dealers’ businesses are encouraged to send comments to All messages will be kept confidential.