Car dealers are increasingly folding mandatory fees into their advertised prices, a shift that reduces the gap between the sticker price and what buyers ultimately pay. The practice narrows the advantage once gained through misleading low-ball offers that added fees only after a customer walked in. However, the impact on dealership profits and lead generation has been mixed, suggesting the strategy is not a straightforward win for all players in the market.
More dealers are including mandatory fees in advertised prices, narrowing the edge from misleading offers. The effect on profits and leads is mixed.
