Lexus tests multicity no-haggle retail sales program - Automotive News
-- Lexus will take on one of the car business's most troublesome traditions next year -- haggling with customers over vehicle prices -- as the brand enlists dealer volunteers and allows them to set their own firm prices. Lexus revealed last week that it is launching a multicity dealer pilot program for "non-negotiation" retail sales. Throughout 2016, 12 of the luxury brand's 236 U. S. dealers will try to sell vehicles at set prices that will make customers happier -- Lexus hopes -- while still allowing the retailers to make money. "While negotiation-free pricing is not revolutionary, we strongly believe the concept will further elevate transaction transparency and customer care," Jeff Bracken, Lexus general manager, told an audience at the Center for Automotive Research's... "The dealers set the price, and that's the price," Bracken told Automotive News after his presentation. The idea is taking hold at Lexus as the brand fights to reclaim U. S. luxury sales leadership -- a position it lost to BMW in 2011. Bracken predicted that the U. S. luxury market will be a "dogfight" for the rest of this year among Lexus, BMW and... Lexus topped Mercedes, excluding Sprinter, and BMW in sales last month. One-price selling made ripples in the car business with the 1990 launch of General Motors' ill-fated "no-haggle" Saturn brand. Source: www.autonews.com
