Dealer plays on virus fears to shift cars

A promotion by 2 Cheap Cars to boost sales has, unsurprisingly, been causing controversy on social media because of its references to coronavirus.

An advert, which appears on a sponsored post on Reddit, leans into fears over the epidemic and shows a man wearing a protective face mask on a train.

The caption asks, “worried about using public transport?” before then promoting 2 Cheap’s stock of budget cars and finance by saying “we’ve got loads of cars below $5,000 or from $25 per week”.

Originally appearing as a sponsored post in feeds, it was later posted in the r/newzealand sub-reddit by user AvailingPiano. Users appear divided over whether it’s a tasteless manipulation of people’s fears or a genius marketing move that’s doing exactly what it was intended to.

Comments include, “I have no problem with this – smart marketing team” and “it’s a joke”. The more cutting one include, “this is probably one of the least-scummiest things they’ve done to sell cars” and “if it wasn’t during the outbreak, it would be fine but because it is the ad leverages the legitimate fear people have – look what’s happening with the supermarkets to get sales”.

Daniel Buckley, 2 Cheap’s chief executive officer, reportedly told Stuff “yeah, it’s a good one, right”, when asked if the advert has strong implications of coronavirus fears to sell vehicles.

When asked if he was worried about any potential backlash, he made an offer: “If you have the coronavirus and want to buy a car from now on this week, we will give you $500 off, but you have to warn us you’re coming in so we can put a mask on.”