Lexus is testing out a non-negotiation approach for dealers in a bid to improve customer satisfaction. Long an industry leader in make-the-customer-happy retailing, Lexus is piloting a haggle-free program with 12 of its 236 U.S. dealers this year, says Jeff Bracken, general manager of Toyota Motor Sales U.S.A.’s Lexus Division.
“While negotiation-free pricing is not revolutionary, we strongly believe the concept will further elevate transaction transparency and customer care,” Bracken said today during a presentation at the CAR Management Briefing Seminars.
Negotiation-free selling requires an auto dealer to commit upfront to a fair transaction price on vehicles, and then to convince shoppers that the price is indeed honest and fair, and that the dealer is committed to it.
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