Halo vehicle

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A halo vehicle, produced in order to promote sales of an entire marque

A halo vehicle (or halo model) in automobile marketing is a car designed and marketed to showcase the talents and resources of the manufacturers and to promote sales of other vehicles within a marque.


Purpose

Car companies often design a special vehicle, usually a luxury or sports model, with the hope that customers will come to dealerships to see it, but will buy other more practical vehicles instead. Such models are intended to shine a positive light on the manufacturer, and generate a positive buzz in the press and among consumers.

Typical

Halo cars have traditionally been sports-oriented, especially in the United States. The models may also have a special body style, such as a convertible, or be a new product, or even an entire line of cars that have a cachet about them.

Disambiguation

The term can also be used to describe a vehicle that was designed to draw attention away from a manufacturer's plight and send a message that the manufacturer is undergoing a renaissance.

Opposite effect

In some cases, the attempt to create a halo model can backfire and result in bad publicity. (EXPAND)


See also

References