What You GET for What You PAY
by General Motors Customer Research Staff. 1940.
22 pages with illustrations, forms

This booklet is written as a buyer's guide to help customers better understand automotive sales. It details the different aspects that make buying an automobile different then other products. Two suggestions and tools are offered, irrespective of what make of car the consumer now owns or what make of car the consumer may be planning to buy next time:

1. Thoroughly Analyze the Product: Utilize GM’s Motorist’s Handbook and Buyer’s Guide which was designed to help the customer appraise new car values more or less independently of what the price tags may say.



2. Thoroughly Analyze the Price: GM developed a “Plainview” procedure for its dealers which provides the customer with full and complete information regarding the various items that go to make up the delivered price.

GM's "Plainview" procedure consisted of a:

• "Plainview" Wall Chart the gives itemized information on local delivered prices and shows the cost of optional equipment, extra accessories, etc...
  
  
• "Plainview" Price Tag gives corresponding information regarding each car on display.
  
  
• "Plainview" Itemized Invoice explains every charge that goes to make up the total delivered price.
  

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