In our marketing conversation, transparency is a good thing. Sometimes it's just a matter of telling the facts and letting people make their own decisions.
Which brings me to our latest "energy crisis" (which we've know since the 70's). Prices are based upon supply, demand and profits. With $3.00 gas, not much we can do about profits or supply. But we can control our own demand. Back in the 70's the EPA came out with a procedure to compare different vehicles based on their standard assumptions to typical usage. Usage has changed over 30 years but the model has not. Why? Pick your theory. Rather than offering a $100 rebate, perhaps customers would solve the problem themselves, had they the correct numbers.