Pub. 2 2012 Issue 4

Stair-step programs... Q Harm brand credibility. Q Hurt dealers of all sizes. Q Undermine relationships between dealers and their customers. Q Have an adverse effect on CSI scores. Q Destroy consumer confidence in dealers – and in manufacturers’ brands. Stair-step programs create too many negatives to justify their use. And they are not necessary for success in the marketplace. Just look at the manufacturers that have stopped using them. Tell us what you think about stair-step programs and other manufacturer intrusions into dealers’ businesses. Send an email to stairsteps@nada.org . All messages will be kept strictly confidential. There are better ways to structure incentives.