Our good friend and programming consultant Gary Berkowitz recently purchased a new car. In the dashboard of Gary’s shiny new GM vehicle was an HD Radio. Here’s what happened when the salesperson got around to explaining what HD radio was to her new customer. And you can bet this doesn’t happen when the salesperson gets around to discussing — or turning on — SiriusXM.
(By Gary Berkowitz)
What I learned from buying a new car…
My lease was up and after 10 or so years of driving a Honda (loved it)…I decided it was time for a change. Cut to the chase, I wind up with a GM vehicle. Best part: it has an HD radio, which my Honda did not. I am now excited. When the salesperson was explaining all of the bells and whistles of the new car, we finally got to the radio. Here’s how the conversation went:
Gary: Wow, it has HD radio.
Salesperson: I’m really not sure what that is.
Gary: Let me explain (and I do).
She looks at me and says: “I just thought it meant the radio sounded better.”
Needless to say, I love all the HD channels. New formats. New music choices. Audio is great and the signals are pretty solid. I just wonder how many people are out there and have HD in the car but are unaware of it. Guess you could say we have not done a stellar job promoting HD radio. There’s still time.
Gary Berkowitz can be reached at [email protected] or perhaps at a car dealership near you explaining the benefits of HD radio.
Berkowitz is president of Detroit-based Berkowitz Broadcast Consulting, specializing in ratings improvement for AC radio stations (248.737.3727).