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Our store has always been a bottom line price store. It has worked out very well for us in the past and continues to work well with the exception of one thing, internet pricing.
We have always used the exact same price when we do price quotes for internet leads as we have our bottom line price for a walk-in customer. Our strategy has always worked on used cars because we price our cars so aggressively. Our strategy should work on new cars because we also price everything aggressively but it seems like we are losing the pricing war online. We are still pretty competitive on most cars, but we seem to be getting killed on pricing when it comes to the expensive stuff ( F-150's, Superduty's, etc ).
We are considering of implementing a totally different pricing strategy and starting an internet pricing matrix aside from our current pricing matrix. We are nervous to do it because this is definitely unchartered waters for us, but at the same time realize it is the only way we can keep our competitive edge. I was just wondering if most dealers have special internet pricing like we are considering doing? If so, what is your internet pricing like relative to invoice on the more expensive vehicles?