I had a negative experience at a car dealership in 2023 that is a good example of why this rule should be enforced and how I recommend it should be enforced.
Stanley Chevrolet at 5697 W Broadway, McCordsville, IN lists 23 Chevrolet Equinox’s at MSRP in my price range on their website. I’m very interested.
The dealership is an hour away. So, I contacted the dealer beforehand to ask if there would be any additional charges, and they confirmed that the price on the website was the price on Equinox. I drove for an hour to see the car and noticed they had added a sticker addendum that included a doorman (not yet on the car) for $299 and an “exterior protection” package for $999. They say these sticker addendum items are non-negotiable.
I went back online and couldn’t find any information on these new additions. There are no fine print, pricing or details on these additional fees and why they are non-negotiable.
If they are non-negotiable, why is the total cost of the car not listed on their website and why was it not disclosed when I called them ahead of time?
I wasted two hours of driving time looking at a car that was now out of my price range.
They tried to sell me “appearance protection” for $999 and doorman for $299 and I found junk fees that looked like a scam or deceptive.
They said these items were on the “sticker addendum” and were non-negotiable. They tried to tell me that the exterior protection was with a local company to protect the paint and interior in the event of paint problems or stains. They guarantee up to 5 years.
I told them I didn’t want it and they said it was “already added” and I couldn’t opt out. I asked for information about this and they handed me a brochure. Well, I did some research on this brochure and it’s a literal product from a company in one of the Carolinas. That didn’t sound right because he said it was a local company and not a product purchased from out of state.
I received a follow-up email from the sales rep (after I left) asking if I had any questions. I responded that the brochure he handed me was not from a local company and that I wanted to know more. He responded that the company had “local branches” in our area. I then asked in writing for the location of the local branch, contact information and package details so I could read the fine print.
I immediately got a call from his manager. The manager asked me what my questions were and I told him straight up that this “appearance package” sounded fabricated because the brochure was from out of state and I couldn’t seem to find any information on the sales agent or their website Learn more.
I asked him which local branch they used etc. He replied that he could cut the price in half “just for me” and they would “eat” the other half. He provides this rather than providing further details. He said he had to get “owner approval” from the local company they contracted with.
I find it ridiculous because there’s no way a product that can be purchased online for $50 will cost them anywhere near the $500 they want (let alone $999). Plus, the manufacturer offers a one-year warranty on the paint, and if I get a stain, I can spot clean it myself without wasting a 2 hour drive to do it.
I asked him again to send me the details. I asked about companies that offer services (not products) and where local branches are located.
Granted, he couldn’t give me an answer because he lied to me. He told me that there was no local branch and that this out of state company sent representatives to their dealership to train them on how to clean and repair the paint. Therefore, this $999 warranty appearance package was never provided by an outside vendor. This is just another product/junk fee added by the dealer.
It was a cheap product that they polished themselves and called it an “appearance package.” They told me they use the product to help protect cars parked in parking lots from bird droppings. Customers should not be forced to pay $999 for a product they use to protect their inventory. Especially since $999 is not mandatory. I have no interest in driving two hours for a spot cleaning or minor paint repair. Again, I could not purchase this car unless I purchased this “package” which was not disclosed on their website or included in the price.
I ended the call right then and there. I told him I would never buy from them because it was obvious they were not being honest and upfront with me.
I recommend that all prices and fees be posted online in a clear, conspicuous manner and are non-negotiable to the car dealer. This “Total Price” is the largest and first visible price the customer sees.
These are important terms that should be disclosed up front. If I had known ahead of time and it influenced my decision to buy the car, I wouldn’t have wasted the 2 hours round trip to see a car that was way out of my price point.
There should be a digital record of all fees listed in the price and a breakdown of such fees, and the total price should be clear and large, and be the first price customers see. It shouldn’t just be discovered in person at a dealership. I believe that wherever a car is sold, the total price including fees should be clearly and prominently listed.
For example. MSRP is $25,299 for the car, $299 for the doorman, and $999 for the appearance package.
The largest and most conspicuous price on the Internet should be like this:
Price: $226,587*
*MSRP $25,299, includes $299 Doorman and $999 Appearance Package. Click here for more details. (Then there are links to information about these items, terms and why they are non-negotiable)
This will help consumers make informed decisions about cars within their price range, view additional features, and stop dealers from adding spurious fees that are unfounded and of no value to customers. There should be consequences for violating this rule and a way for consumers to report violations.
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