Fun story at the BBC that Fiat have scored a winning goal with BSM:
http://news.bbc.co.uk/1/hi/business/8172233.stm
A great piece of marketing by a team that worked out that 70% of learners buy the same model of car that they learn in.
However, they've missed something rather vital. I can tell them for sure that 70% of learners do not buy a new model of that car*. Most will get one that's 5 years or more older - but it will be the same model.
Which is where it falls down for Fiat. Do they really think that learners in the new, cute, 500 are going to happy knocking about in an old Cinquecento when they've passed? I think not...
