Correction. At end of model transitions the older inventory is always marked down below the listed prices because the newer model will typically enter at the previous pricepoint.Dealerships wouldn't have to go out of business if they simply changed and adapted to the competition. A manufacturer selling direct will always sell at MSRP, not under and not over. So if a dealer can be efficient, they will be able to sell under and therefore always have customers. This is the case for nearly every product in America - when was the last time you paid MSRP on a tv or laptop? Street prices for these are way lower than MSRP because the stores have become efficient enough to sell below and still make a profit.
Now, would those stores LOVE to sell much higher at MSRP or (gasp, even higher) and make more money? Of course. But competition has eliminated that. People quote capitalism, but forget that capitalism is supposed to be better for the consumer, that competition will result in better products, cheaper. And Ford, as a result of competition against GM and Toyota and everyone else, has produced a great product for its price. The dealers, on the other hand, by reducing competition, have increased price.
Even in a direct buy model there are incentives that still apply to lower the price below the MSRP. Students, Military, Government services. And all manufacturers that give a crap about their consumers have customer loyalty awards and even incentives to step a buyer from another brand onto theirs.
The research was already done where the projections from Industry Marketing and Business experts already projected that the average savings per customer going through a direct buy model would be 2.5 k on average. The only counter to this claim came from NADA( which is backed by the franchises) claiming the average would be 1.6k over MSRP.
This is the reason why dealerships of the same brand have territorial restrictions written into law to prevent another franchise out of network dealership of the same brand name to build within a 10 mile radius of each other. It is in fact how they perpetuate the effect of a monopoly.This is true with any large business. Grocery stores, electronics stores. Grocery stores have razor thin margins. And I've seen these go out of business, millions lost in investment.
But dealerships have something that grocery stores don't - exclusivity on a specific brand. While 3 grocery stores within a mile of each other can all sell the same brands, there is only 1 Ford dealer in a given area. This creates a small, local monopoly on that brand. And that gives a lot of protection to a dealer. Its not easy running a dealership day-to-day, but unless there are colossal f-ups, a dealer isn't going to go out of business either.
And monopolies (which are against the principles of capitalism) fosters douchebaggery. Imagine if there were 3 Ford dealers within a mile of each other. Do you think any one of them could get away with being a scumbag? Or if there was a Ford store with non-commision sales reps who simply took your order at MSRP and 2 weeks later, your car shows up for pick up?
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