I'm sure most customers understand that the "Buy Happy Price" you see online is just a way to get your attention. But when the Sales Manager provides a "price out the door" on the new car, you should be able to believe him, right?
"Buy Happy Price" Game. This is how it's played if you are trading your old car to make the deal.
The customer is given the impression that you are working two deals:
1. Trade-in price for your old car. 2. Buying price of the new car.
The way Brown's Dulles Nissan works it.
1. The give you the usual low-ball dealership price on your old car.
2. The make you BELIEVE you are getting an "out the door" PRICE on the new car.
Let's say the new car's "buy happy price" or the "sales manager price" is $25,000.00.
Then you are trading-in your old car for $25,000.00 and you have equity of $5,000.00.
As the customer, you logically believe that you will be FINANCING $20K, right?
Watch what Brown's Dulles Nissan does at this point....they return to the retail price of the new car, add and subtract fees, and baffle you with the paperwork shuffle. Then use the trade in value of your old car to get you to an "out the door" FINANCING price of $25K (not the PRICE of the new car as you were lead to believe). Wait a minute, what happened to my trade-in value (well it's rolled into the deal - as expected, but shouldn't that deal be from my "buy happy price/sales manager price" vs. the retail price of the new car that was never really discused?) The customer believes they are working two deals (old car/new car) and will be financing the difference. Brown's Dulles Nissan turns it to "out the door" FINANCING, not "out the door" new car PRICE. BUYER BEWARE! You are there for hours as usual when buying a car. You start to get tired. You WANT to trust them. DON'T. If something doesn't feel right, STOP. Even better - Walk out. Don't play the "buy happy game" - trust me, it's not worth it.
I love the car, but essentially paid a price I never would have agreed to if I had REALLY understood the game.