New Car Pricing

Have you had success in increasing traffic by pricing your NEW inventory on sites like Autotrader and Cars.com and not just showing MSRP? Do you include rebates in your selling price (rebates that everyone qualifies for---not select rebates by College Grad and Military)?

What about on your website?

0 members like this

▶ Reply to This

Replies to This Discussion

Permalink Reply by Doug Davis on September 29, 2012 at 12:56pm

Chris, would you even consider running a newspaper ad featuring new cars at MSRP?

You couldn't have picked a question where there are any stronger opinions, on either side, than this one.

You have people, like me, on one side and others that insist on holding on to the "old school" approach on the other. They will say, "you're going to kill my gross". The cat is out of the bag, the horse is out of the barn and the genie is out of the bottle. They ain't going back. There are no secrets in the digital age. Not only can consumers get a copy of your new car invoice and incentives on a number of sites, if they request a quote, the majority of dealers will send them a price at net.net or a couple of hundred dollars above. What is the point? Transparency and the "no games" approach will sell more cars and make more money.

Can you adopt this stategy and make money? Absolutely! It involves a different approach and perspective that most dealerships are not willing to accept. Understand, Market Leaders are always in the minority.

I just read a study that says that customers coming from digital display ads are four times more likely to submit a lead than those coming from a google search.