| It seems as though everyone is out to get our | | | | I'm here to say, the auto dealers have adapted quite |
| money. Costs are skyrocketing and more and more | | | | well. No longer are they wolves...now they are lions. |
| products and services are out vying for our attention. | | | | Our generation of car buyer has been given a false |
| Media is focusing its attention on "rear attacks" by | | | | sense of security due to the internet. We think that |
| directing its advertising on our children, our needs, our | | | | simply by knowing what the internet says the dealer |
| fears and emotions. Okay, well, that part's not new, | | | | invoice is that we have some sense of power over |
| but it's certainly more effective. | | | | them. Well, actually, all we know is what they |
| Brand recognition is critical for highly competitive retail | | | | supposedly paid for the vehicle. That doesn't mean |
| items and customer service and reputation is the | | | | they are going to gnash their teeth and say, "Oh |
| variable that either makes or breaks the deal. | | | | darn it, Frank and Betty Smith found out our hidden |
| So, why hasn't any of this competition changed the | | | | secret invoice amount...now we HAVE to sell it to |
| way we buy cars? | | | | them for that!" |
| Remember back in the 70's? The good old days | | | | Not at all, my friend. |
| when buying a new car meant strolling down to the | | | | Sure, the dealer is motivated to sell cars. If they |
| nearest cheesy car lot, getting battered by a slick, | | | | don't sell you a car, they don't make any profit. But, |
| fast-talkin' dude all decked out in his disco best. | | | | if they don't make and profit, they don't sell you a |
| How is it that, even though the attire and | | | | car. |
| cheese-factor have changed, the slick, fast-talkin' | | | | The myths surrounding the dealers still exist; the |
| dudes still exist? And seem to be doing better than | | | | secrecy is what has kept them so profitable through |
| ever. | | | | the turn of the millennium. |
| Today's car dealerships boast increased customer | | | | Who monitors the car deals to make sure it was all |
| support and service; touting special employees that | | | | handled fairly and you paid a fair profit for the car? |
| are there to serve only you. They preach their | | | | Who watches out to make sure those people with |
| employees are very customer-focused and are there | | | | bad credit are really put back on the right track to |
| to serve your every need. | | | | rebuilding their life with their auto loan? |
| But are they? | | | | It's like putting the witch in charge of Hansel and |
| As consumers, we really have developed a false | | | | Gretel's health regimen; the "what's in it for her" is |
| sense of security when it comes to car dealers and | | | | much greater than the "what's in it for them." |
| buying our cars. Surely things can't be the way they | | | | The only people watching out for you when you are |
| were just a few decades ago. Companies that don't | | | | car buying is YOU. It is up to you to be vigilant and |
| adhere to the growing customer-is-always-right | | | | protect yourself, your credit, and your money. You |
| mantra are certainly companies that don't last | | | | can count on the lions stalking you when you call or |
| long....right? | | | | go in to the lot. You can count on them wanting to |
| Well, I'm here to say that the wolf has certainly | | | | still make more money off of you than you make in |
| stepped out of the disco-70's garb....and is now | | | | a month or two at your job. Count on it. And if you |
| wearing a clean white dress shirt, slacks and tie. | | | | aren't careful, it'll come true. |
| Folks, the wolf is alive and well and is waiting for you | | | | It's going to take more than the internet to protect |
| to come fall victim to his fake loyalty to you. | | | | you from these predators. You will need to look at |
| How did they slip through the cracks? How did they | | | | buying a car in a whole new light. A new breed of car |
| manage to maintain their huge profitability through all | | | | buyers needs to emerge to keep these dealers in |
| of society's demands for increased customer | | | | check and not let them bully and trick us into handing |
| service? How is it that we still have to endure the | | | | over all of our hard earned cash and credit rating. |
| experiences we do when we go to buy a car? | | | | |