Twelve Lexus dealers in the U.S. are part of a pilot program of offering haggle-free pricing as a way to improve customer satisfaction.
“While negotiation-free pricing is not revolutionary, we strongly believe the concept will further elevate transaction transparency and customer care,” said Jeff Bracken, general manager of Lexus at the CAR Management Briefing Seminars.
Wards Auto says the program works by dealers setting prices that will be relative to their local market.
“They’ll drive it based on what they think is a reasonable sale price and they really do stick to that price,” said Bracken.
From there, a buyer comes into the dealership and pays the price the dealer has selected for the desired vehicle. The buyer will be working with same dealership employee throughout the entire transaction. This is important as many buyers don't like being shuffled around to different people during the buying process according to research.
Now if the experiment proves to be a success, Lexus will expand this program nationwide and allow dealers to opt into the program.
Source: Wards Auto