Yo Quiero Research Integrity: Kelley Blue Book partners with Taco Bell to talk residuals
Here's an odd one of dubious merit: Kelley Blue Book's marketing research division has partnered with Taco Bell
under the guise of studying the effects of in-car eating on vehicle residuals. Yes, that probably bears re-reading.
The car valuation guide experts have teamed up with fast food's Gordita gurus on the thinnest wisp of a study-- to determine the depreciation costs that sloppy 'dashboard dining' has on a vehicle's resale value.
Their findings? According to a KBB official, "Our research highlights a huge misperception among consumers: that the interior condition of a car has less importance than the exterior in terms of residual value." Fair enough. But the fact that the press release then goes on to praise "Innovative companies like Taco Bell" for "...creating solutions for diners on the go with mess-free products like the Crunchwrap Supreme™" sort of takes the intellectual sheen off this one, doesn't it?
Besides, crediting Taco Bell with creating "mess-free products" is a remarkable example of selective retention. After all, there's nothing tidy about a Chalupa, kids. Not before, not during, and certainly not after.
(Thanks to Nick @ Slashfood for the tip)
[Source: KBB.com]
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Reader Comments (Page 1 of 1)
donald douglas 11:53PM (2/25/2006)
Burgers and fries are the "messiest food they have eaten in their car" (34 percent) Well well have they ever in there life ate a taco in there car ? this is pure propaganda if you ask me, and crunchwrap supreme is only limited offer for a limited time at limited restraunts ! and every single one of taco bells other menu items would never be eaten in one of my cars EVER ! so i say what a bunch of crap, oops that would be for when you got home ! im very surprised that a well respected company like kelly blue book ever got intangled in this (taco) mess, and yes the crunchwrap supreme made a mess last time i ate one ! so i find this ludicrious..
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Steve B 1:51PM (2/26/2006)
Hmm... A burger seems way easier to eat without a mess than a Taco.
Still, isn't it just a tiny bit irresponsble to dine while piloting 1-4 tons of steel down a public road, in a situation where distraction could very quickly and unexpectedly lead to the death of yourself or someone else?
I can definately see the difference in trade in value for interior condition. Car dealers sizing up a trade-in must consider the man-hours of labor necessary to recondition the car. If they are having to scrub out stains, grease spots, and rid the interior of unpleasant odors, they will be sure to recoup that investment ahead of time.
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lalaland 3:02PM (2/27/2006)
Eating a car salesman's liver with fava beans and a nice chianti is by far the messiest food to eat in the car. But it is quite tasty.
- Hannibal
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