Transparency Information

Car Dealer Price Transparency: A Quick Guide for Florida Car Shoppers

Buying a car shouldn't require a calculator, a magnifying glass, or a surprise when you get to the dealership.

The Federal Trade Commission (FTC) has increased its focus on how car dealers advertise vehicle prices. For consumers, the message is pretty simple:

The price you see advertised should be a price you can actually buy the vehicle for.

Here's a quick guide to help you recognize transparent pricing — and spot advertising that deserves a second look.

QUICK PRICE CHECK

Before you drive to a dealership, ask one question:

“Can I buy this vehicle for the advertised price without qualifying for special rebates, putting additional money down, purchasing required products, or paying additional dealer-required fees?”

A transparent dealer should be able to give you a clear answer.

What Should a Transparent Dealer Be Advertising?

When you're comparing vehicles online, look for:

• A real vehicle at a real price. The vehicle being advertised should actually be available for purchase.
• A price you can actually qualify for. The advertised price shouldn't assume that everyone qualifies for every possible rebate or discount.
• Required dealer fees included in the advertised price. If a dealer requires every customer to pay a particular dealer-imposed fee to purchase the vehicle, it shouldn't become a surprise after you arrive.
• No hidden down payment behind the advertised price. A vehicle advertised for $25,000 shouldn't actually mean $25,000 after you put another $3,000 down.
• No surprise financing requirement. You shouldn't discover after arriving that the advertised price is only available if you finance through the dealership.
• No mandatory products added to get the advertised price. If you must purchase a protection package, accessory package or other dealer product to buy the vehicle, you should know that before you arrive.
• Clear explanations of special offers. If a discount or rebate has qualifications, it should be easy to understand who actually qualifies.

Advertising Red Flags

Take a closer look when you see:

• A price dramatically lower than comparable vehicles everywhere else.
• Pricing that assumes you qualify for several different rebates at once.
• Thousands of dollars in required dealer fees added after the advertised price.
• A large down payment buried in the fine print.
• A low advertised price that's only available if you finance through the dealership.
• Mandatory protection packages, accessories or products added when you arrive.
• An advertised vehicle that suddenly isn't available when you contact the dealership.
• Fine print that significantly changes the large price displayed in the advertisement.
• A dealership that won't clearly explain the selling price before you visit.

If the big number gets your attention but the small print completely changes the deal, keep asking questions.

“You Can Always Walk Away” Isn't Transparency

Of course you can walk away from a dealership.

But having the ability to walk away from a bad deal isn't the same as being given transparent information in the first place.

Think about what it takes to visit a dealership.

You've researched the vehicle. You've made the phone call. Maybe you've arranged childcare. Maybe you've left work early. Maybe you've driven 30 or 45 minutes because the advertised price looked better than another dealer’s.

You shouldn't have to do all of that just to discover that the price that brought you there wasn't actually available to you.

Transparency starts before you arrive at the dealership.

The goal should be simple: give shoppers enough accurate information to compare vehicles anddealerships before deciding where to spend their time and money.

The 60-Second Transparency Test

Before visiting a dealership, look at the advertised vehicle and ask:

Can I actually buy it for that price?

Then check:

• Do I have to qualify for special rebates?
• Is additional money down required?
• Are dealer-required fees being added?
• Do I have to finance through the dealership?
• Are there products or packages I have to purchase?
• Is the advertised vehicle actually available?
• Does the fine print change the advertised price?

If you're not sure, ask the dealership before making the trip.

A transparent dealer should be comfortable answering those questions.

Our Approach at Mazda of Port Charlotte

At Mazda of Port Charlotte, we believe earning your business should start before you walk through our doors.

That means making our pricing and offers as clear as possible, answering your questions directly, and giving you the information you need to make your own decision.

No games. No bait-and-switch. No pressure to discover the “real price.”

We'd rather earn the opportunity to do business with you by being straightforward about the deal from the beginning.

Because transparency isn't simply giving you the option to walk away.

It's giving you the information you need to decide whether you want to walk in.

Want to Learn More?

The Federal Trade Commission provides consumer information explaining what shoppers should look for when reviewing dealership advertisements and promotions.

FTC Consumer Guide: Car Dealer Ads and Promotions — Know Before You Go

This guide explains common advertising practices, questions consumers should ask, and warning signs to watch for before visiting a dealership.

 

 

This page is provided by Mazda of Port Charlotte for general consumer education and is not intended as legal advice. Pricing, incentives, taxes, government fees and individual transaction terms may vary. Please see individual vehicle and offer details for applicable terms and conditions.