
Originally Posted by
ChipBeck
Neil,
1. You can deal direct with a manager at just about any dealership. I do it all the time. For example, if my sister wants a Mercedes I call a couple dealerships that sell them and ask to speak to the fleet manager. I identify myself and ask the manager how much over invoice he would charge me for a XX series. I require a photo copy of the invoice. The price may or may not be different if I'm willing to order and wait. Any fleet manager is happy to sell cars one at a time BUT.....he does not have time to waltz you all over the lot looking at cars for hours, going on multiple test drives, spend 30 minutes taking your credit application, and then having you go home and "think about it" after he wasted two hours.
2. It's not hard to buy any car. The price is on the window sticker. Pay it and drive away. If you pay full list price the dealer will only make 7 to 10%. Probably the lowest percentage markup on any thing you'll buy all month and that's if you pay full list. Buy a new shirt or pair of shoes and you'll pay a 100% markup and the dealer will not negotiate or take your old shirt in on trade. If it's a very limited production car like the Boss 302 where demand greatly exceeds supply, the dealer may charge more than list. The vast majority of new cars are sold for well under list price.
3. Sales people are necessary because most auto transactions are very time consuming, require trade appraisals, credit applications, test drives, funds verification, etc and add to that fickle customers, 90+% of whom never make decisions in their daily lives and are afraid to make one buying a car.
4. If you choose to deal with a sales person you should know up front that you will need to pay for his services and that he does not own the cars he is selling so he must get any deal OK'd. It's no different than buying a house. You can't "make a deal" with your real estate agent and then be pissed because the home owner does not accept it.
5. What really bothers me is the notion that any new car deal, even at list price, is a "ripoff of the client". The new car business is one of the most competitive and toughest ways to try and make a living. The ONLY car companies that allow most of their dealers to make money selling new cars after paying flooring, commissions, inventory, maintenance, and other costs are Honda, Toyota, and Mercedes. My new car department lost money EVERY YEAR FOR 20 STRAIGHT YEARS!!! I had GMC, Pontiac, KIA, and Lotus franchises. Dealerships need to cover that loss with service, body shop, parts, used car sales, and finance & insurance business. Most dealerships struggle to make 1% on total sales every year. The real studs with the best franchises might make 2%. Ripoff my ass.
We buy an Apple Powerbook and Apple makes 50% and that's fine. We buy a candy bar and the store makes 125% and that's fine. We buy a new house and the builder makes 20% and that's fine. We go out to dinner and our favorite restaurant makes 80% and we leave a 20% tip and that's fine. BUT THEN.....we buy a new car burning several hours of dealership personnel time and the dealer makes 6% and that dealer is a f**king ripoff who doesn't give a damn about his customers and the whole car business is filled with a**holes!!!
The reason that people are fine paying 50 to 200% markups on many purchases but are pissed off about a 6% markup on a car is because car dealers must negotiate and dealers of most other products have fixed prices. Negotiating on cars is necessary because trade ins and financing are often involved. Most people think cars are marked up 20 to 40%, the actual markup at list is about 5% on small cars and 10% on big cars. A lot of people are afraid they will pay more than the next guy so they make offers that are 10 or 20% below the dealers cost and when the deal does not get approved and management makes a counter offer, he's a greedy rip off artist.
Let me give you a little insight into how difficult it is to sell cars. Only 1/3 of customers today have good credit and a reasonable down payment. 2/3rds of the public require "special financing" for bandits who don't pay their bills regularly and/or have little or no money to put down. 50% of car deals never get delivered because financing can't be found. Customers pass bad checks, lie about mileage on their trades, lie about clear titles, some just want to joyride in a new car, and whole families come in every weekend just to feed on the free hot dogs and soda. Everybody comes in with a chip on their shoulder and a bad attitude expecting "the big ripoff".
My biggest frustration as a dealer who really tried to make it a good experience was getting beat in total sales by very high pressure dealers. Customers would come in and tell me all the time what a lousy experience they had buying a new car at my competitor's dealership BUT THAT'S WHERE THEY BOUGHT. They would tell me that we were much nicer at Beck Pontiac-GMC, but they responded to the high pressure at Showcase Pontiac-GMC and bought there.
So most customers reward dealers who they feel treated them poorly by buying a car from them and then they bitch about the experience. Ah...OK.
So here's my summary. If you know what you want and will sell your own trade, call the fleet manager and get a price. Don't waste his time. If you require a lot of time, assistance, and hand holding (which most average customers do today), you'll need a sales person and you'll have to pay for it just as you need to pay for a waiter or a real estate agent. But no matter how you buy a new car, even if you pay full list price, it will be the lowest percentage markup on just about anything you buy all year. Compared to the absurdly low markup on a new car, everything else you buy is a "big ripoff" and that car is the best deal you have made in a long time.
Chip Beck
Former Auto Dealer (who got tired of the carping about 6% car markups and now enjoys selling you sodas and car washes at a 300% markup at my Chevron and you are happy to pay it!! Cheers.)