Keeping Them Honest
How to accurately compare Internet New Car Quotes
Tom Gorham
by Tom Gorham
Internet Sales & Marketing Manager – Apple Chevrolet
You’ve obtained price quotes on a new car from several local dealers. You choose the lowest price and accept calls from that dealership to set an appointment. Are you sure that the price quoted by that dealer is the lowest? Or will you end up paying more?
Although there are many considerations in choosing a dealer… reputation, location, professionalism, great customer service… price remains one of the top priorities in choosing to buy a new vehicle from a car dealer. So how do you know you are getting an accurate quote from the various dealers?
Apple Chevrolet's Jeff Dignan assists a customer.
Apple Chevrolet has a long-standing policy of complete transparency in our dealings with consumers. But my research has shown me that some dealers tend to “muddy the waters” a bit when providing price quotes. They may not be breaking any laws, but they can be misleading.
I will outline a few ways to prevent misleading quotes from any new car dealer.
- Make sure you are comparing “apple to apples” (no pun intended). Each quote should be on a specific vehicle that is available for sale. Compare the actual vehicles quoted. Are they similar? Is one a manual transmission while the other is automatic? Do they have the same option packages? Are there any additional options added? Even a special paint color can have an additional charge.
- Always read the fine print. Yes this is the oldest advice in the world but it’s still relevant. The fine print below the quote should give you the expiration date of the offer or incentives used. Any fine print that mentions “customer must qualify” should be a clue to find out more.
- Ask each dealer to list what incentives were included and if you qualify. There are usually many manufacturer incentives available at any given time. Many of them require that you qualify (such as college grad rebates). You don’t want to find out you don’t qualify at the dealership and end up paying more than the quote.
- Request an out-the-door price without a trade-in. Tell the dealer your location (city/county) so that they can accurately quote taxes. Specify that this should be the price you can drive away with if you write a check for that amount. This will eliminate any dealers who take out any manufacturer fees and then put them back in when you purchase the vehicle.
- Finally, but most important, hold them to their promise. If you get to the dealership, and they try to add any charges that weren’t included, walk out and find a dealer you can trust.
Purchasing a new vehicle should not be an ordeal. A dealership worthy of your business will not be evasive about price. They will operate from a policy of candor and openness. Follow these suggestions and you will put price behind you so you can concentrate on the right vehicle and a pleasant, enjoyable purchase.
