Vehicle Pricing: Are you charging what you are worth?

[admin]

Ai-Dealer believes in premium pricing, but only in conjunction with a non-commodity, better experience.  Premium pricing that is still fair, pays for better service.

Need some ideas to freshen your thinking to kick off 2008?  Read the full article here:

Vehicle Pricing:  Are You Charging Enough?

Consumers coming through the Ai-Dealer shopping cart experience are proving that where trust and a quality online sales experience exists, that fair premium pricing is a non-issue with the consumers that value such things and that consumers in these profiles - women, youth, professionals - all value the service over the last couple of hundred dollars.

Independent research supports it too. 

Components of a better experience from a consumer's view.

And they will pay for it.

[admin]

This email just came in from Potamkin Honda.  Here is a real dealer with a real "Why Buy From Us" message.

Why Potamkin Honda??

• A Years Free Oil Change
• Covered Inventory
• Tremendous Inventory
• Meet with a Sales Manager at time of your appointment (VIP Service)
• $1,000 Price Match Guarantee
• Free "At Home" delivery
• Custom Tailored Finance Plans - Bad Credit, No Credit, No Problem
• Lifetime FREE Carwashes when car is serviced
• State of the Art Sales and Service Facility
• The Power of Potamkin Automotive 

[yhurg]

Certainly an important subject. Also a very challenging objective for dealers to accomplish. Studies show time and again that price is not the highest priority for most consumer purchases. But as you suggest, what can dealers do in response to this?

The term "unique value proposition" comes to mind. A shopping cart certainly offers that so long as the user experience is consistent with and complimentary to everything else going on inside the dealership.

As a customer, I would be willing to pay a higher purchase price in exchange for discounts and incentives on service for a used car, but for a new vehicle I don't expect to put a dime into anything but oil changes and checkups for 3 years so I would I pay extra for a new car?

The more value you can build into your product without raising the price ultimately makes your business that much more valuable to the customer too.

[rajiv123]

This email just came in from Potamkin Honda.  Here is a real dealer with a real "Why Buy From Us" message.

Why Potamkin Honda??

    * A Years Free Oil Change
    * Covered Inventory
    * Tremendous Inventory
    * Meet with a Sales Manager at time of your appointment (VIP Service)
    * $1,000 Price Match Guarantee
    * Free "At Home" delivery
    * Custom Tailored Finance Plans - Bad Credit, No Credit, No Problem
    * Lifetime FREE Carwashes when car is serviced
    * State of the Art Sales and Service Facility
    * The Power of Potamkin Automotive 


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