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NADA Launches National Ad Campaign Against Stair-Step Incentive Programs

McLEAN, Va. (Sept. 10, 2012) -- NADA kicked off a national print ad campaign today 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 today’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.”

Editor's note: Send an email to to  tell us what you think about these programs and other manufacturer intrusions into dealers’ businesses. All messages will be kept strictly confidential.


NADA Stair-Step Ad


Date        Headline                                                                                                                   
10/23/2012 NADA to Automakers: Stop Unfair Business Practices
9/10/2012 NADA Launches National Ad Campaign Against Stair-Step Incentive Programs
8/29/2012 Video: Batey Says GM Will Improve Communications with Dealers
6/28/2012 Video: NADA Creates Task Force to Address Concerns on Facility Upgrades, Stair-Step Pricing Programs
4/24/2012 AutoFocus: NADA Chairman Bill Underriner Discusses Next Steps for Facility Image Study
2/4/2012 NADA Chairman Urges Dealers, OEMs to Resolve Differences on Remodeling Programs
2/4/2012 New Car Dealers Support Modern Facilities but Question Case for Factory Programs


The NADA Story

The NADA story began in 1917 when 30 auto dealers traveled to the nation’s capital to convince Congress not to impose a luxury tax on the automobile. They successfully argued that the automobile is a necessity of American life, not a luxury. From that experience was born the National Automobile Dealers Association. Today, NADA represents nearly 16,000 new-car and -truck dealers, with 32,500 franchises, both domestic and international. For more information, visit Follow NADA on Facebook and Twitter.


David Hyatt
Vice President
NADA Public Affairs
(703) 821-7120 

Charles Cyrill
Director of Public Relations
NADA Public Affairs
(703) 821-7121
(216) 870-8837 (m)