It is the cheapest car in the line. The client needed us to sell this benefit without making it sound like a bad product.
We found that this new car costs as much as buying a different brand's used car. Then the insight came on it's own: people Lie when they wanna sell their used car. So we used the graphics code they have on the classified ads and hid the used cars behind it.
Tagline: "If you are looking for trust, you are looking for a new car"