Automotive Marketing Professional Community for Car Dealers and their Managers
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 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