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Tom Brady's New Role: A Play in Used-Car Sales
Tom Brady, the legendary seven-time Super Bowl champion, is turning his attention to a new field—used-car sales. Recently, he made headlines for starring in a new ad campaign for Hertz Car Sales, aiming to enhance consumer awareness that Hertz is not just a rental car company but also a seller of pre-owned vehicles. Brady's compelling presence is set against the backdrop of a giveaway featuring a signed 2023 Cadillac XT5, a luxury SUV valued at over $31,000, complete with all the bells and whistles any car enthusiast would appreciate.
Hertz's Marketing Play Following Tough Times
Why is Hertz choosing to enlist one of the most recognized athletes in the world for this campaign? The move aims to salvage the company’s reputation following a staggering $2.9 billion loss in 2024 related to its electric vehicle investments. As they attempt to recover, leveraging Brady's star power serves as a tactical Hail Mary to attract new customers and boost used-car sales. Hertz’s Executive Vice President Jeff Adams remarked that Brady showcases their vehicles with the same precision he demonstrated on the football field, making him the perfect fit for their marketing ambitions.
The Giveaway: What’s at Stake
As part of the campaign, Hertz is not just leveraging Brady's image; they're offering an enticing prize: a 2023 Cadillac XT5 that comes with the quarterback's signature on the driver’s side visor, alongside $5,000 cash. Consumers can enter the sweepstakes at hertz.com/tombradyusedcar until April 14, 2025. This promotional event not only excites potential buyers but effectively ties Brady’s popularity to the Hertz brand, a calculated move aimed at stimulating sales.
Insights into Hertz's Vehicle Offerings
Hertz is promoting its Certified vehicles, which undergo a rigorous 115-point inspection to ensure quality, alongside a 12-month/12,000-mile limited powertrain warranty and a buy-back guarantee. With these features, Hertz aims to offer peace of mind to buyers navigating the often overwhelming used-car market. Brady himself emphasized his excitement to help consumers find the right car—potentially increasing trust in Hertz’s offerings.
Conclusion: A New Way to Engage Customers
Brady's transition from football to the used-car market is an intriguing storyline that aligns with current trends of influencer marketing in various industries. The Hertz campaign illustrates how effectively leveraging a celebrity's brand can revitalize interest and enhance consumer engagement. For dealership owners and GMs, this serves as a crucial lesson in marketing innovation—drawing on personality and narrative can breathe fresh life into brand strategies.
Take Action: Stay Ahead in the Auto Sales Game
As Hertz positions itself to recover from past losses, this initiative serves as a reminder for automobile sales professionals to adapt new and dynamic strategies to capture consumer interest. Consider how your own dealership could capitalize on unique promotional tactics to boost sales and enhance customer relationships.
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