If this recession has taught us one thing - its that we can NOT simply position our businesses based on pricing. We need to differentiate ourselves from our competitors, and this may NOT be easy.
The question in the title refers to - what does your TARGET CUSTOMER want -- immediate gratification (Free Navigation) or Long term/repeat gratification (Free/Discounted oil changes) -- you have to identify these desires through the clients you hope to pull through.
Interesting article on the use of complementary products -- marketing folks should check this out!
Something to think about -- happy selling and a wonderful and safe holiday weekend to everyone at DE.