Jesse Toprak People Quotations

Just three years ago, people ignored the fuel economy numbers on the sticker. Now it's one of the first things people ask about, especially the middle-income families.

There has been a permanent shift in consumers' minds as far as gas prices goes. The sustained nature of gas prices has changed how people buy.

Now, for vehicles priced under $40,000, it is one of the first questions people ask.

As far as impact on sales of Chevy trucks, there was very little. A 10 percent increase in fuel efficiency isn't going to make people rush into these vehicles.

This is a total shift. Five years ago they wouldn't have even asked. It's not crisis mode ... but I think if people are ready to buy a new vehicle, they will seriously consider something that is gas efficient.

It's a tough time when you have a new model that people are waiting to purchase in the coming months.

The consumer psyche has been indexed to getting those big deals, ... If the consumers come back and ask for the big rebates they got before, there's going to be a sort of reverse sticker shock with people saying, 'Where is the big rebate?'

Incentives do work, up to a certain point, to give sort of a stimuli to sales and bring showroom traffic. It's just that you can't rely on incentives to bring people into the showroom day after day. It gives people a sense of urgency. You need to get this deal now because tomorrow, it's not going to be here.

If people go in with the idea they are saving money, they are mistaken,

If people are comparing sticker prices, lower prices will certainly make their cars more attractive. What really brings success to brands is good product. Playing with pricing alone isn't going to enable them to recover their market share. But I do believe a lot of their cars are overpriced and they needed an adjustment.