We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
We are currently doing some mystery shopping to compare several things at our dealership to other dealerships. The main intent of the mystery shopping is to compare processes, level of training in sales people, and pricing. As we have done this we have found that, although we are really aggressive on pricing and trade allowances, we are definitely on the high side when it comes to fees.
The 2 fees I'm referring to are probably standard fees at the majority of dealerships. We charge a documentation fee and an additional fee for vehicle theft registration (VTR) or "etching". I'm not going to tell you what we charge for those for the fact that I want to see where everyone else comes in at and I don't want anyone judging us :). We are a large Ford franchise, so I want to make sure we are comparing apples to apples. If you respond back to my post, let me know what you charge for both fees or if you even have both fees. Also, if you don't have VTR or etching, what do you charge and what is the product? It would be great if you mention the size of the store that you work at and whether or not it is a new franchise. Hope to hear some good feedback.......