Making sense of offers

The word "offers" is a keyword that is guaranteed to get users' attention, wherever it appears in links or navigation. Meanwhile for many manufacturers, finance is now where they make most money - even more than selling the cars themselves.

But how can users make sense of the range of offers available? What is the difference between a finance offer and a special offer? What are the essential benefits from a finance advance versus a discount? As  part of an exercise to make Volkswagen's Finance or Buying Guide section more compelling I conducted an exercise to cut through the marketing language and examine the range of offer variants from the point of view of user benefits.

This was intended as the first step in unifying finance and offers and providing a genuinely useful customer guide.