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From the Trenches - Gorilla Pricing Online

Forget TrueCar - Look what we're doing to ourselves!



Is it real, or is it reputation busting material?


As I was surfing the web to see what my fellow dealers were doing, I noticed that some were beginning to put sale prices on new car inventory. This is what caught my eye. I have eliminated identifying features so as not to show the dealer.


I looked up the invoice on this car and found the following:


There is a $3,500 Rebate on this car and an AARP discount of $1,000 (must qualify).

My question: Can dealers really do this or are they going to qualify the customer UP when the customer comes in to the dealership?

I truly don't believe that a dealer can sell cars at this price and survive. Soooo.....

  • What will happen when customers begin to post negative reviews about misleading prices?
  • What will happen if the BBB or State's Attorney gets involved in false advertising?
  • Should other dealers release the "Dogs of War" and fight fire with fire?

What are your thoughts? Is this just a mistaken case of a dealer taking transparency to the next level? Or is it the slippery slope into the abyss of price wars?


Written by Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

Views: 274

Tags: Customer, Management, Marketing, Media, Pricing, Reputation, Reviews, Social

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Comment by Ed Brooks on April 13, 2012 at 2:11pm

Tom, you hit the nail on the head. Unless this dealer really intends on selling cars for $1200 below net/net, the dealer is attempting a major switch or an add-on. If so they fail on pricing transparency and they will get whacked on their reputation transparency as well.

Comment by Tom Gorham on April 13, 2012 at 1:43pm

Brian, thank you so much for that catch.  I have fixed that.

Comment by Tom Gorham on April 13, 2012 at 1:31pm

Jim, I fear it has nothing to do with transparency.  It has to do with taking the old mentality of newspaper advertising to new heights.  Except that customers now have avenues to destroy that dealer with bad reviews.  You can fool some of the people all the time, and all the people some of the time, but....  not today!

Comment by Brian Pasch on April 13, 2012 at 1:28pm

Oooops, the dealer name is in the disclaimer

Comment by Jim Radogna on April 13, 2012 at 1:24pm
Excellent questions Tom..

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