The amount various car companies spent per car sold varied dramatically. Saab spent $1,632 on advertising per car sold in Germany, Citroen ($1,512), Chrysler ranked fifth ($907), while Mercedes came in at No. 21, spending $209. The per car sold ad spend by the major car makers--such as Volkswagen ($181), Ford ($218), GM/Opel ($304) and BMW ($306)--is small compared to those companies with a small market share in Germany, such as Saab, Citroen, Honda and Daewoo.
Copyright February 1999, Crain Communications Inc.