I’ve been reading this discussion with a lot of interest. There is one thing that matters most to a dealer at the end of the day; bottom line! I need our BDC making appointments and traffic on the floor and phone. To get more traffic I ask myself all the time, “do we price on the internet”, “do we price part of our inventory”, or “do I keep using the “Get ePrice””?? (I can hear Alex now, “damnit Eley start pricing”)
Within 30 mile radius of me there 12 Chevy stores that range from selling 10 to 80 per month. Only 2 stores are pricing online. One very aggressive into invoice and below invoice before rebates and destination!! The other is holding gross with their pricing. And the rest use MSRP, in shopping; 2 dealers will not give a “best price” unless you come into the dealership, what would some say on here….. #FAIL!
As Uncle Joe will tell you – people in general want to negotiate! But, then again, if you are pricing right and building the value as to “why buy from me and my dealership” you can hold better gross and you will.
We do not price our new vehicles but use the MSRP and the “Get ePrice”. Once we get a lead, we then give the price upfront; I got their information and I can then market to them! (SIDE BAR to Alex, I wish dealer.com could allow you to price vehicles individually instead of the same structure across the board. Such as if I want to have a sale on all my Cruze’s and price all those but nothing else in Chevy. Or I want to sale price all my 2011 inventory when I start to build up my 2012’s??)
We have been live with dealer.com for 60 days now (this is no plug for dealer.com, but maybe it is) and I have seen a great change in our leads! Using the MSRP and the “Get ePrice” I plan to stick with it for a while to see how it goes. Before we were with Cobalt and we still have that site off to the side. We have seen a great change in our leads, much better leads and for the first time a significant spike in used leads (almost non-existent with Cobalt). So honestly I see no reason after 60 days to change anything when we are getting traffic, which is +49.9% of dealer benchmark for dealer.com, and we have seen a significant improvement in our appointments and closings. So before you jump into price, you might want to look at other factors!
I guess the question still is, to price or not to price. So far there are a lot of great opinions about price, but I think you have to look very closely at what you’re doing, what your competition is doing, and make that decision based on testing the waters as to what would work best for your store.
I would like to see more discussion on this, and more people give their input and a show of hands who is pricing new and who is only showing MSRP! If you are pricing, what changes has it made to your traffic, time on site, and leads! Did you leads go up, down, stay the same, are you seeing better leads, more floor traffic etc.
Within 30 mile radius of me there 12 Chevy stores that range from selling 10 to 80 per month. Only 2 stores are pricing online. One very aggressive into invoice and below invoice before rebates and destination!! The other is holding gross with their pricing. And the rest use MSRP, in shopping; 2 dealers will not give a “best price” unless you come into the dealership, what would some say on here….. #FAIL!
As Uncle Joe will tell you – people in general want to negotiate! But, then again, if you are pricing right and building the value as to “why buy from me and my dealership” you can hold better gross and you will.
We do not price our new vehicles but use the MSRP and the “Get ePrice”. Once we get a lead, we then give the price upfront; I got their information and I can then market to them! (SIDE BAR to Alex, I wish dealer.com could allow you to price vehicles individually instead of the same structure across the board. Such as if I want to have a sale on all my Cruze’s and price all those but nothing else in Chevy. Or I want to sale price all my 2011 inventory when I start to build up my 2012’s??)
We have been live with dealer.com for 60 days now (this is no plug for dealer.com, but maybe it is) and I have seen a great change in our leads! Using the MSRP and the “Get ePrice” I plan to stick with it for a while to see how it goes. Before we were with Cobalt and we still have that site off to the side. We have seen a great change in our leads, much better leads and for the first time a significant spike in used leads (almost non-existent with Cobalt). So honestly I see no reason after 60 days to change anything when we are getting traffic, which is +49.9% of dealer benchmark for dealer.com, and we have seen a significant improvement in our appointments and closings. So before you jump into price, you might want to look at other factors!
I guess the question still is, to price or not to price. So far there are a lot of great opinions about price, but I think you have to look very closely at what you’re doing, what your competition is doing, and make that decision based on testing the waters as to what would work best for your store.
I would like to see more discussion on this, and more people give their input and a show of hands who is pricing new and who is only showing MSRP! If you are pricing, what changes has it made to your traffic, time on site, and leads! Did you leads go up, down, stay the same, are you seeing better leads, more floor traffic etc.
... but isn't this a new day for GM and all GM dealers? Is NEW Chevy inventory turning quickly and not so easy to get (as it once was)? 
