• Stop being a LURKER - join our dealer community and get involved. Sign up and start a conversation.

Reply to thread

After seeing the ATC presentation at DSES, I have been trying to get our stores on-board with online pricing. The key stats from the ATC presentation were: 1 - vehicles priced below MSRP receive 34% more VDP's, 2 - dealers who list below MSRP capture 20% more buyers, 3 - buyers will drive further to see a vehicle priced below MSRP versus the local dealer who has the car listed at MSRP. I convinced one of our Toyota stores to give it a try and my initial evaluation is it was a success. For the numbers in the chart below to make sense, I need to point out that the store on the right normally crushes the store on the left in VDP views, time on site etc. It is in a larger market and receives more website traffic as a result of that. These numbers are for the 5 day period of November 27th, through December 2nd for the Toyota Black Friday sale. The only difference in this 5 day period is that the store on the left priced their vehicles below MSRP and the store on the right did not. I don't want to get too far ahead of myself and declare the pricing strategy a roaring success, but do believe that these numbers prove an impact. Thoughts?


[ATTACH]1821[/ATTACH]