When a dealership lot has two identical vehicles — down to the trim level, color and even sticker price — they can still end up with a significant price difference that leaves customers perplexed.
Why is one vehicle $1,000 less than the one next to it? It may have been on the lot 100 days longer, for example, but such details aren't apparent to customers, said Brad Korner, general manager of Cox Automotive Rates & Incentives.
Some dealers and automakers are on a mission to eliminate this situation.
Automaker incentives can create a wall between the customer and the dealership. Incentives going directly to consumers can create confusion and mistrust, dealers say, and need to be dramatically simplified.
"Overly complex incentives, incentives that aren't available to every customer, every dealer or even every vehicle in the vehicle line — they destroy customer confidence in dealers and destroy our profitability," sai…