My company sells construction equipment. We just started a division that buys/sells used equipment. I am trying to come up with a slogan to attach to our used equipment operation. We sell the large construction equipment used for road building, excavation..etc. Everything you see branded CATERPILLAR we make, but a competing brand.

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Jay’s Answer: The trick is that you don’t want to cannibalize existing new sales. Therefore, you’ll want to use the tagline to attract those that don’t have the budget for new:

• Used Is Cheaper Than Renting
• Inexpensively Increase Your Inventory
• When New Isn’t Necessary