As I’m sure most of you know Toyota just went to the new MAAP pricing guidelines which limits the allowable advertised discount on any new Toyota. In my market discount has been a driving factor ie ($8K off an a new Camry). Since we are in a smaller market on an island we relied heavily on pulling traffic from outside our market for sales and did so pretty well.

Since April 1st when we could not advertise our best price on new vehicles our in market website VDP views are down 23% and our out of market website VDP views are down 48% MTD and our new car sales to start the month have been pretty rough.

Not advertising price is uncharted territory for us and we are feeling it. If the DealerRefresh collective has some insights on getting back up and running I would really appreciate it.