Clever marketing, or just another discount?
If you buy a Chrysler vehicle this month, you’re eligible for a gasoline card that caps your fuel costs at $2.99 a gallon for three years. Freakonomics author Steven Levitt calls this a ”brilliant idea,” because he thinks consumers “systematically exaggerate the importance of gas prices to their budgets.” He also thinks the program might not cost Chrysler very much, because there’s a good chance that gasoline prices might fall.
A less-well-known economist, Justin M. Ross, has done a little math to see what this gas card is really worth. His post on The Perfect Substitute blog relies on the maxim that the best way to forecast tomorrow’s prices is to look at today’s. He makes a few assumptions to calculate the incentive’s value for a PT Cruiser buyer who will get 21 mpg, drive 12,000 miles a year and pay an average of $3.61 a gallon, which is close to today’s price. The result: The gas card has a net present value of $967.
Put in those terms, the gas promotion doesn’t look much different than other car-discounting gimmicks like rebates, 0% financing or employee pricing. Essentially, Chrysler has a gas-guzzling lineup that isn’t selling very well, so it needs to cut the price.
Ross does have an interesting insight about who’s likely to be most attracted to this deal:
However, applying the Winner’s Curse from game theory, those who most overestimate the price of future gas prices will be the ones making the actual purchases by out-bidding all others, meaning they will likely pay more up-front than those who would just pay the market gas prices over the next 3 years.




David Nicklaus has covered St. Louis business for more than 25 years. His column appears three days a week on the Post-Dispatch business page.
ROTFLMAO…
I had precious little respect for Levitt to start with, and with this single statement every suspicion I’ve ever had about him is validated.
Just… read that quote over and over again, and each time it sounds more moronic than the time before.
I drive a small pickup truck that gets 21 miles to the gallon typically and has a 15 gallon tank. I drive 15 minutes each way to work, and downtown three nights a week. That’s it. That’s all.
My gasoline bill last month was 281 dollars. To argue that the rising cost of the gouging going on at the pump is insignificant only shows hows completely void of credibility Levitt really is.
“exaggerate the importance” of gas prices to my budget?
Laugh? I thought I’d die.
Mac
http://www.brownsludge.com