No, I am not referring to that Doris Day/Brian Keith movie of the late ‘60s.  Rather, that notion of buying something and then getting something related for free seems to becoming an international phenomenon.  At least in the auto industry.  Recently, Chrysler has started a program that lets buyers of some vehicles get a guaranteed fixed price of gasoline for $2.99 per gallon for three years.  American Suzuki is offering some customers three months’ of gas for $0 per gallon (“Free Gas for Summer”).  And even over in Italy, those buying a Grande Punto will get $1,971 worth of gas along with their purchase.

In some regards, this is nothing more than a way of providing a rebate.  Unlike the cash-back schemes, this is tying the vehicle and something that it desperately needs, which is affordable gas (or benzina).  Let’s face it: Rebates are often things that get applied to things unrelated to one’s car or truck, and therefore aren’t necessarily as perceptually valuable as they otherwise might be (i.e., “Chrysler helped pay for my gas!” is more likely to be engendered that “Chrysler helped me make a mortgage payment!”).

Speaking of rebates, that check that you’ve recently received from the federal government probably isn’t going to be spent on new wheels.  According to a survey conducted by LeaseTrader.com, a firm that connects shoppers with vehicle leasees who want out, 81% of those polled are not going to use their government-returned money to buy a car or truck.  So much for that kick-starting of an important part of the economy.

Which brings us back to a fundamental.  While I like to get “free” stuff as much as the next person, I try to keep in mind that somewhere along the line “free” isn’t, well, without cost.  Someone is paying the price, and that someone, fundamentally, just may be me.  Even those free eggrolls are figured into the price of the six meals ordered.

Clever come-ons will get vehicle manufacturers only so far.  And that’s not far enough.  With highly fuel-efficient vehicles flying off lots—at least flying off to the extent that those who aren’t being hammered by mortgage payments, energy bills, increased food prices, etc.—it is hard to imagine that the manufacturers of those products will be pumping discounted deals anytime soon.