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To Price or Not to Price

Automotive Internet Selling

I came across a recent statistic that should help some dealers answer that question that has been around for a while. “Should I quote a price or not quote a price to internet customers?” If you read what I read last week, then you would quote a price from now until the day you decide to hang up the mouse. In 2008, TWO-THIRDS of all new car shoppers for a specific area of the country bought a different vehicle from a dealer than the one they originally inquired about. What this means is, “Don’t just quote your customers a price, quote them a stupidly low price.” You will get more traffic and will repair your new vehicle gross average on the two-thirds of the customers that you are able to work from sticker price instead of the quoted price. Now, for those customers you quoted a price to, you better have a strong F&I department that can make up some of the difference. You will be the winner in the end, and ultimately the last man standing in the internet game.

John Paul Strong

John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.

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