Internet Price: CALL DEALER

Price New Inventory or just show starting MSRP?

I see many dealers have their new inventory priced. But what about rebates... they change almost person to person, zip codes too!

CALL DEALER or "To retain our competitive edge, our best prices are quoted at the dealership. We won't be undersold!" ... What really works? What do you do?

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Permalink Reply by Tony Troussov on October 18, 2011 at 10:30pm

It depends on what your dealership strategy is. Do you want to be more transparent? Do you care about being the lowest priced in the market? What is it you want to accomplish? If you answer is transparency, Yes go for it! Pricing cars online will be a good reason why people would want to buy from you. Things to be aware of: disclosure - Rebate to Dealer (typically on the bottom of the page you have a disclaimer). Does your competition price cars online? How are you going to make sure you are within the market? What training will you conduct with your staff? Feel free to call me - Tony Troussov 612-804-1706

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Permalink Reply by Jock Schowalter on January 20, 2012 at 1:22pm

I believe that if you post the corresponding Rebates / Incentives and show that as a deduction on your price, the net price is even more attractive to the customer on your website. The consumer might not realize that your competitor is offering the same rebates if they are not posted on their website, so all else being equal, you will stand out from the crowd.

There are feeds available that allow you to automatically display rebates by model code and location.

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Permalink Reply by Pat Kirley on January 28, 2012 at 3:01pm

Katie
I quote my lowest price and offer to pass on any further incentive as offered by the manufacturer.
Customer are keener to deal when they know you are up front. The incentives are given to get more sales, if you hold them you just get more profit on a lower number.
Hope this helps

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Permalink Reply by Mark Ficken on February 9, 2012 at 5:48am

Absolutely! Price your cars. When customers call or go online they are looking for a reason to rule you out. You should price your cars daily. If you have new cars fed to Auto Trader anytime you have more than one vehicle per model line it looks like this: 2012 Ford Fusion SE starting at $19988 with x number in stock. We priced the oldest aged one of the entry level cars to be the lowest or at least in the ballpark with our competitors. And yes, always add in the rebate with your online low price. Appropriate disclosure of course. MOST importantly price your new cars like you would the used. For example, if you have a three day old white, tan, loaded vehicle (you just sold the last one like it in four days) it would probably be priced at MSRP minus the rebate. Likewise, if you have an Easter egg green car that is 300 days old with no equipment and base wheels...that's my loss leader.