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John Elway AutoNation USA Introduced By Advertising Featuring John Elway And The 'Guys In Plaid'

Dec. 24, 1998

FORT LAUDERDALE, Fla., Dec. 24 /PRNewswire/ -- A major multi-media advertising campaign introducing John Elway AutoNation USA begins Christmas Day in the metropolitan Denver area. The campaign helps launch a new kind of automotive retail experience focused on building "customers for life.",/p>

The campaign includes television, radio, outdoor advertising, newspaper and regional magazine advertising. A 60-second commercial featuring John Elway kicks off the campaign, letting people in Denver know that John Elway AutoNation USA offers "lower prices and higher standards" and suggests to viewers that "it's about time" for such changes in how consumers are treated by automotive retailers.

According to research conducted by The New York Times, the University of Maryland and Prange & O'Hearn Marketing Research, consumers are extremely uncomfortable with the traditional process of buying new and used vehicles. The research points out that consumers often feel they are too much at the mercy of unscrupulous salespersons and finance managers when buying a vehicle, and are eager for a new, easier way to buy and service their vehicles.

The second commercial for John Elway AutoNation USA introduces the humorous "Guys in Plaid" as examples of the outdated competition. The "Guys" do business the old way and don't want to change. In a series of spots, the "Guys in Plaid" try to determine what John Elway AutoNation USA is all about and how to compete with its "customers for life" philosophy without changing their methods.

The 17 John Elway AutoNation USA automotive retail stores in Denver comprise the region's largest automobile retailer. The "customers for life" approach features a unique combination of outstanding customer service, simplified buying and financing processes, wide selection of vehicles, low no-haggle prices, guaranteed after-purchase service and Internet access options.

"What happens in Denver may very likely change the way vehicles are sold in this country," said Fred Emich, senior vice president of John Elway AutoNation USA. "This is far more than just the 'one price' approach that others have tried in the past. It is an entirely new focus that puts customer service at the center of the experience. In doing so, we aim to build lifelong relationships between John Elway AutoNation USA and our customers. As customer service professionals, John Elway AutoNation USA associates will put the customer in charge. Our reputation will be based on each associate's ability to give customers exactly what they want and to make the experience as enjoyable as possible."

The advertising campaign was created by Hill, Holliday, Connors, Cosmopulos, Inc., a unit of the Interpublic Group of Companies. Creative credits belong to Dick Pantano, Vice Chairman/Art Director and Associate Director/Copy, Joe Berkeley. The commercials were produced by Verne Cordova and directed by Jeff Gorman of Farmland Studios.

Republic Industries, Inc. (NYSE: RII) is the world's leading automotive retailer, with nearly 400 dealers in 20 states and 42 AutoNation USA used vehicle megastores in 13 states. Republic also owns and operates National Car Rental Systems, Inc., Alamo Rent-A-Car, Inc. and CarTemps USA. Additionally, the Company owns 63.9 percent of Republic Services, Inc. (NYSE: RSG), one of the leading providers of non-hazardous waste collection and disposal services in the United States.

SOURCE Republic Industries, Inc.
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