How much pricing information do vehicle shoppers really need?
The quick answer is… more than none.
Not all customers are price driven, but almost all are price CONSCIOUS. You need to believe this is the universal truth.
Enough data has been shared over the last several years to prove that displaying a discounted price from the MSRP on a new vehicle online yields more showroom traffic and sales, though often less leads. We’re already past that argument. Surprisingly, though, another debate is rearing its ugly head. For this discussion, we’re going to focus on customers that submit an internet inquiry. The decision as to whether or not email a discounted price on the first response is still hotly debated. With that said, the call-to-actions on your SRP and VDP will determine what information you first offer, making this a no-brainer.