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Imagine negotiating with a consumer and when you get to talking about the price of the car, your customer tells you that you need to take $370 off your price because CarFax said so. The consumer tells you that ON YOUR OWN website, they clicked the CarFax report and it told them that the car was worth $370 less.

The question that begs to be answered is: Less than What???

This is not a fantasy. Check out this CarFax link to a car that is offered at Checkered Flag in Virginia. The Checkered Flag Group was unaware of this great "NEW" feature offered and implemented by CarFax. Every car has an icon to print a free CarFax report.

Ouch.

When you look at the CarFax report, there is NO explanation to where this deduction in value comes from. There are no accidents or damage according to this screen.

The backlash has started.  Dealers have emailed me to say that their CarFax representative did not have any solid answers to their questions.

Were you aware that CarFax was adding this number? Do you want CarFax into your pricing equation?  Share your thoughs.

Mark Alward
No feature that we pay for should tell our customer that the vehicle is less that what we are asking. Also pick a book any book High,Low,Blue, Nada, Black then subtract the amount??? I for one will not have it on my site.
Alan Krutsch
We are a "One Price" dealer group so this is impossible for us. We cannot have a negotiation discussion based on what our own website (thanks to CarFax) is telling the customer. I agree with Mark Alward: what book? what value? $370 less than what. CarFax has invented a great deal killer.
Kevin Leigh
In general I find the Carfax company cocky, pricey, and less valued by consumers.. We made the change to Autocheck, and found that NO customer asked for them by name. And in fact we sold more used cars than ever. The Real Killer here, is that we are forced by Car.com and AutoTrader.com to have carfax banners on their sites (because of deals carfax made). Dealers that do not use carfax need to complain vigorously to the cars and autotrader reps about this issue. Because it devalues our vehicles on their sites because it makes the customer think they need to pay for it. Our CarFax rep was proud of the amount of OUR customers that paid as a result and actually tried to use it as an exhortative selling approach. OK Rant over.. Kevin Leigh West Herr Auto Group http://westherr.com
Paul Thomas
What's new, everyone including the factory wants to dictate the price we sell our cars for. However I don't plan on paying someone who's trying to take money out of our pockets. I'll be calling today to discuss our contract.
Jim Bell
This doesn't surprise me one bit with Carfax thinking that they 'know' the car business. Their job is just to show the history. We use Vauto in all of the pricing on all of our used cars, so we are in line. We can tell the customer that we have taken that into account using KBB less 'carfax history impact' cost. We are good with about 95% of our inventory on this. I would recommend all dealers, except in my area, to use something like Vauto to make sure that you are competively priced on everything.

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