All-new

Do you know why automakers say "all-new" (as in the all-new BMW 3-Series)? It's because much of the time, a "new" car is not real new. It's a slight revision from last year's model: a few more bends of sheet metal, a new grill or maybe some improved electronics; but all in all, pretty much the same as last year's product.

We hear it so much, that "all-new" means nothing to us. We get used to terms (such as value or service or all-new) and after a while we don't even hear the words.

Maybe it's time for an all-new all-new?

Barry LaBov
LaBov & Beyond
www.labov.com