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I like to use the example that everyone can relate to....since most people know at least one person/family etc who refuses to buy anything but a brand new car despite knowing full well of the availability of used cars etc.
for some the moniker "used" will always denote a lesser quality or somehow worth less than new...even if it has absolutely no reference whatsoever to timeshares. Add on top of that the fact that so many timeshares are literally given away for nothing (or next to nothing)...it just reinforces the idea in their head that resale/used isnt the same thing!
after all, everyone would be skeptical of a $1 price tag on a perfectly good looking car!
Respectfully I don't think the comparison to used cars is helpful or accurate. Used cars are subject to the "lemons" problem in that the seller of the vehicle knows about potential problems with the vehicle that aren't disclosed, as a result buyers discount the average price they pay for a used vehicle to protect themselves against such lemons. With timeshares there is (mostly) no difference between the week whether it is sold by the developer or on the resale market - this is not the case with cars.
While I agree that the term "used" degrades the psychology around any object, IMO comparing timeshares to used cars simply perpetuates the problem.