https://jalopnik.com/here-is-why-you-shouldn-t-expect-a-big-discount-on-a-us-1823917876 There was an interesting article on Jalopnik yesterday about used car pricing and the consumer's outdated notion that pre-owned profit margins are high. The author addresses this misconception directly: "The problem is that so many folks have been trained to “never pay sticker price” they’ll assume they have to get a certain percentage off the asking price or they didn’t get a good deal. While that may be the case for a new car, it’s not true for pre-owned." The author's advice to readers is ultimately that "used car shopping is more about finding the best overall value in the market rather than focusing on the largest discount off the asking price." It seems to me that the winning dealer in this consumer mindset shift will be the one that is best prepared to talk value at every opportunity. I really like the author's suggestion of comparing MSRP of the vehicle when new to close the value gap between similarly priced units, but I believe that is not something that is easily done prior to a first pencil. Are you seeing the consumer shift to value over discount at your store? Are you actively retraining your sales team to accentuate value in the vehicle at the early stages of interest? What tools and technologies are you using to reinforce value? *Full Disclosure: This is interesting to me as my employer is actively working on this equation. I was encouraged to see the author reinforce the idea that value supersedes discount. I want dealers to avoid the price lever, hold gross, and be valued for the value they provide to their customers and their communities. I see this mindset shift as a very positive thing for dealers and a real opportunity to sit out the proverbial race to the bottom.