This quote, from a large online lead generation tool for dealerships (and your car research site), shows that this is a great deal.
The offer is $405 dollars below the average list price.
The keyword in that sentence is list price.
What is the $2,985 in dealer fees and accessories?
That eats up the $405 dollars quick, right?
It also wasn’t quite easy for me to find the breakdown of these additional fees.
You have to know where to look to find it.
You have to actually reach out to the dealership in a lot of cases. Some dealerships do not disclose these fees anywhere online. If they do, they are rarely out in the open. Therefore, you’ll need to scroll down, open another window or find the smaller print.
The average consumer only sees the price of $14,840 for the car and thinks it is a great deal.
They spend their time visiting the dealership and fall in love with the car. When the numbers are presented, the focus is set on the payment not revealing the actual cost of the car.
Consumers who spend hours at the dealership, accept the fact of the car dealer not honoring internet price. They accept it because they don’t want to go through the whole ordeal again somewhere else.
The dealer charged more than the advertised price. Simple as that.
A car dealer not honoring internet price should, in this day and age, be nothing new. In fact, the point of this post is to inform you what to look for when you’re doing your car research online.
The dealerships use the internet for one thing, to find a way to get you into the dealership.
You’re doing your research, so be aware, it’s highly unlikely a dealership will honor that internet price you see. Assume some added costs especially tax, title, tags. You also need to call them to get a real breakdown of the deal, any dealer add on’s and preferably get it in writing before you even visit.
I rarely recommend negotiating at the dealership.
Good luck out there. Tell us in the comments if you find a dealership that honors the actual online price, we’d love to know so we can work with them!
If you need help, schedule a free strategy call with an expert.