The "Pretty Good Problem" is a problem that affects all of us, everyday in every purchase we make. Consumers are being inundated with products that all do the same thing, in contrast to a time when consumers had to look into the best working model. Seth Godin said it best - "Most products are invincible, therefore things must be made remarkable, if they have a chance to succeed."
Recently, I experienced the "Pretty Good Problem" when I decided to purchase a new vehicle. I was in the market to purchase a SUV, the problem - there are too many to choose from! Just the idea of purchasing a vehicle is a big step, but to research, compare and contrast, and narrow it down to a slim few, is time consuming and overwhelming! From start to finish the process took 3 months. Although, I am still considered "young", (which I am completely fine with), I remember being a kid and my father buying the new family car. The process then only took a day! The hardest decision to make was what color you wanted!
Today we are overwhelmed with brands, models, colors, chrome/no chrome, satellite radio/conventional radio, sunroof or moon roof, leather or cloth, 4 cylinder or 6 cylinder, alloy wheels, navigation systems, park assist programs, smoker package, blah blah blah blah blah! It's too much! In order for the car companies to get around this "Pretty Good Problem" they have to offer you other incentives. Incentives that will make you sign your life away for the next 3-5 years!
After 3 long months of research, test-drives, and negotiating, I decided upon the 2010 Jeep Liberty Limited. How did Jeep get around the "Pretty Good Problem?" Jeep offered me the top of the line model (digital navigation, leather interior, sunroof, heated seats, heated mirrors, chrome package, satellite radio, blue tooth through my navigation, etc) for the price of their base model, with some extra taken off. Jeep was also running a promotion for well qualified buyers : 0% APR, $2,500.00 purchase credit, $5,000.00 regardless of trade in value, tax/title/registration paid for by Jeep, and free delivery charge of vehicle. In addition I was able to have the Jeep dealership include slush mats, cargo cover, and side rails free of charge! In terms of maintenance, Jeep has offered me buy 1 get 2 free on oil changes, free car wash and detailing, and courtesy vehicle if necessary.
The other difference between Jeep and the other models, except Range Rover was that their advertisements catered to all consumers. If you look through a Jeep POS pamphlet you see the "soccer mom", the "off roader", and business men in suits. Jeep has doesn't narrow down their target market, they want anyone and everyone to purchase their vehicles.
How did Jeep get around the "Pretty Good Problem?" Jeep knew their models were similar in price, safety, handling, and comfort as other brands in the market, but they offered more to the consumer monetarily than any other car company in their class. In a time of economic uncertainty, buying a car is not an option for a lot of consumers. Therefore, the package to those consumers that can purchase, have to be rewarding, they have to be remarkable, and that is why Jeep secured my business.
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