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Why The Auto Industry Is Losing Customers Despite Vehicle Shortages

The Experience Maker
Why The Auto Industry Is Losing Customers Despite Vehicle Shortages
By Dan Gingiss • Issue #64 • View online
I was recently shopping for a car that happens to be in very high demand. I found a local dealership that showed three vehicles “in transit” and called to tell them I was ready to buy.
“In full disclosure,” the salesperson began (never a good start), “we are currently charging $10,000 over MSRP (Manufacturer’s Suggested Retail Price).”
The $10,000 charge, dubbed a “dealership fee” or some such innocuous-sounding moniker, is nothing short of price gouging. Demand is high, supply is low; who could blame the dealership for wanting to cash in on so many people shopping for a car?
There’s only one problem: That’s no way to start a relationship with a customer… CONTINUE READING

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