Just read an article about how customers feel numbers like $19,000 and $19,500 are better, because the customer feels like they are getting the price the dealer paid for the car. Doesn't make sense (from a dealer's perspective), but makes sense from the customer's view.. According to the study, customer's do not like numbers like $19,582 because they feel like it's extra $$ and they can't make the connection to the dealer cost...
-
This thread is just the tip of the iceberg.The people ahead of the curve aren't Googling for answers — they're already in here, having the conversations you haven't found yet. DealerRefresh is free.Get the full picture →
Pricing Vehicles - What way do you do it? $20,000 - $19,995 - $19,999, $19,938, $19,988 ?
- Thread starter kcar
- Start date
- Dec 2, 2009
- 1,109
- 745
- Awards
- 9
- First Name
- John
✨ AI Highlights
Automotive dealers debate optimal vehicle pricing strategies, with disagreement over whether to use psychological pricing ($19,995), rounded numbers ($20,000), or coded prices ($20,367). The consensus leans toward rounded or "charm" pricing at psychological thresholds (under $20K, $15K, etc.) because customers search in whole-dollar ranges on sites like Craigslist and interpret prices by their whole-number bracket, not marginal cents; overly specific prices like $19,582 create customer skepticism about dealer markup.
Replies
Views
12
5,862
Started
Last Reply
Latest posts
-
Looking for CARFAX Access Partnership- Latest: Jeff Kershner
-
