I’ve visited actual Turkish bazaars, and they’re a lot more pleasant than shopping for cars in the States. So I applaud this tentative gesture by Lexus:
Would no-haggle car pricing make the car-buying process more pleasant, and make you feel more warm and cuddly toward car dealers and toward the brand? Lexus apparently hopes so, and they plan to test this kind of pricing at a dozen of their dealerships.
The general manager for Lexus U.S.A. announced the experiment [yesterday] at a Center for Automotive Research event. “While negotiation-free pricing is not revolutionary, we strongly believe the concept will further elevate transaction transparency and customer care,” he told his audience of people in the industry.
It helps that Lexus has already developed a (mostly) stellar reputation for customer care.
This is, of course, not new; Toyota’s #3 brand, Scion, not only offers fixed prices but allows for a whole lot of customer, um, customization. And no-haggle was at the heart of the short-lived Saturn experiment over at General Motors. Then again, Saturn is dead, and Scion sales are circling the drain, so Lexus is probably wise to limit this practice to a handful of dealers for now.
Consumerist is running a poll (see link), and the hard-bargainer types are at this writing trailing by a fairly substantial margin.