Herb Chambers ad - JQ Park

Boston Herald 12/10/06, Sunday, page B7

If any one of you have purchased a car in Massachusetts, you may have heard a car dealership that is called Herb Chambers. Herb Chambers is well known for its stubborn sales techniques.
They do not discount the car sale prices. However, they try to satisfy their customers by providing extensive services.

The ad runs like this:
Herb Chambers didn't get to be New England's biggest car dealer just by selling cars.

In fact, we don't really sell cars at all. Instead, we help you buy them. It's a subtle distinction, but a telling one. You see, we're a different kind of car dealer. Our aim is to help you into the vehicle that's right for you. We don't want to sell you one car. We want to help you choose every car for the rest of your life. Because what really matters to us is the opportunity of providing many years of service. At all levels. Come and see for yourself. We think you'll be pleasantly surprised.+pictures.

The reasons this advertisement caught my attention were that, generally, not only consumers are not aware that Herb Chambers own thirty different kind of car brands in thirty different locations, but also consumers are have different priorities when they purchase automobiles.
For example, a car buyer who is in a Mercedes dealership, he/she may be looking for extensive service, quality, or prestige; however, a car buyer in a Scion dealership may be looking for deep discount, economical value, or simple satisfaction. Thus, it is not a good strategy to apply same strategy to every dealership. I guess this is revisiting the Black & Decker case.