which can be used in extreme conditions (from areas where it is below freezing to 120 degrees Fahrenheit). Recharging takes as little as 30 minutes (two hours results in a full charge) and can be accomplished through a car's cigarette lighter. The primary benefit of Auto Starter is that it eliminates the need for jumper cables (and the associated difficulty in attaching them properly and having another vehicle available) and can start the vehicle without having to leave the passenger compartment. This makes it ideal for cold weather starts (when it can be used to supplement the car's own starter) or in areas where there might be security issues ("Auto Starter Product Detail," 1999, p. 1).
Currently, Auto Starter is being marketed to automobile owners who would typically purchase jumper cables. This conclusion is based on the promotional comparison of Auto Starter to jumper cables and the fact that jumper cables could be eliminated with Auto Starter. The underlying message of the promotion is that Auto Starter is safer and more reliable than jumper cables (safer because there is no "wrong" way to use the product and more reliable because it does not require an additional vehicle from which to generate the jump) ("Auto Starter Product Detail," 1999, p. 1).
Direct competition to Auto Starter comes from Start Me Up, a palm-sized device which provides one-use starts for automobiles. This product is also available on the Web or through a catalog and direct sales and sells for $29.95 for the first unit and $24.95 for additional units ("Start Me Up," 1999, p. 1). Like Auto Starter, this product can be used from inside the vehicle and does not require that another vehicle be in the vicinity. Unlike Auto Starter, this product cannot be used to provide power to any other devices such as laptop computers or cellular phones. At a one-time cost of $29.95 (or even $24.95), the per-use cost is considerably higher than Auto Starter.
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