What buyers check before coming in, why terrain matters here, and the formats that fill a dealership.
What the buyer checks before coming in
Four points, in their real order.
Behaviour on bad roads: slope, gravel, potholes, mud.
The cost of use: real consumption, servicing, tyres.
Parts availability, dealt with below, which often decides the purchase.
And resale value, a question asked even before buying in a market where vehicles are kept for a long time.
One consequence for the script: the price only comes after those four points. Placed at the start, it closes the conversation.
Parts availability
That is the most underestimated argument of this category.
Three reasons why it decides.
Importing parts can take weeks, which immobilises a vehicle.
A widespread model can be repaired anywhere, a rare model only in the capital.
And resale depends directly on that ease: a vehicle that is easy to maintain sells on better.
A video showing the workshop, the parts in stock and the stated lead time reassures more than a discount. Film the parts store, not just the showroom.
Which creators to hire
Three profiles, in decreasing credibility.
Somebody genuinely driving this type of vehicle daily, on these roads.
A mechanic or a technician, for servicing explanations, never for the commercial testimonial.
And a salesperson from the dealership, last, for practical information.
One technical criterion: the ability to film while driving, with a stable mount and usable sound despite the engine and the wind.
The brief producing good material
Five instructions are enough.
The exact model, the trim and the year, said out loud.
The required shots: gravel climb, ground clearance, loaded boot, dashboard while driving.
The real duration of the sequences: no speeding up on the difficult sections.
What is forbidden: excessive speed, dangerous driving, filming in a place where it is not allowed.
And the statements to display, supplied by the dealership.
One non-negotiable safety precaution: no driving filmed by the person driving. The mount is fixed, or a second person films.
What must never be claimed
Four prohibitions, to approve with a lawyer before the shoot.
Consumption figures, unless supplied and documented by the manufacturer.
Direct comparisons with a competing model.
Promises about resale value or parts availability over time.
And safety claims, which are particularly regulated.
One safe wording: describe what was done and what was observed, never what the vehicle will do for somebody else.
The format that fills the dealership
Three videos, shot on the same day.
The test on real terrain, with the route and the difficulty.
The tour of the workshop and the parts store, answering the long-term question.
And practical information: hours, test drive possible without an appointment, documents to bring, financing available.
One useful measure: count the test-drive requests in the following ten days, not the views. That is the only figure distinguishing a watched video from one that brings people in.
What is filmed on a vehicle
| Shot | What it proves | Constraint |
|---|---|---|
| The exterior in motion | The lines and the stability | Two people, safety first |
| The cabin at a standstill | Materials and space | Difficult light |
| Behaviour on rough roads | The real handling | An authorised location |
What is prepared before filming
A clean vehicle, a masked plate, a private or authorised location, and a driver who is not the person filming. No shot justifies taking a risk.
What is never claimed without a document
A consumption figure, a range, a power output or a delivery time. Those come from the official specification, to be confirmed with the manufacturer.
The Costa Rican calendar
Three moments structure the year.
The end of the year, a period of bonuses and significant purchases.
The start of the dry season, when journeys are planned.
And the entry into the rainy season, which triggers purchases of tyres, servicing and better-suited vehicles.
One last marker, valid for the whole category: the video that sells a car here is not the one making it desirable, it is the one proving it will get through where the buyer drives every day.
