There's a change coming to the way some vehicles are advertised, and it's something every vehicle shopper should understand.
It's called MAP pricing.
MAP stands for Minimum Advertised Price. And the most important word in that phrase is advertised.
MAP pricing can affect the price a dealership is permitted to publicly display in certain advertising. But here's the important part for shoppers:
Just because a vehicle is advertised for more doesn't necessarily mean you should pay more.
As MAP pricing becomes more common, the number you see advertised may become only one part of the shopping process.
That makes knowing what questions to ask — and comparing dealerships — more important than ever.
What Does MAP Pricing Mean for Car Buyers?
For years, technology has made vehicle shopping more transparent.
Instead of visiting dealership after dealership, you can sit on your couch and compare vehicles, prices, dealerships, reviews and buying processes from practically anywhere.
MAP pricing changes part of that equation because there may be limits on the price that can be publicly advertised.
That means shoppers should start asking some additional questions:
- What can you actually sell this vehicle for?
- What incentives do I qualify for?
- Are there additional savings available?
- Can I get the complete numbers in writing before making a decision?
The advertised price is important. It just may not tell you everything you need to know.
Minimum Advertised Price Isn't Necessarily the Selling Price
This distinction is important.
MAP is about advertising.
So if one dealership advertises a vehicle for a certain amount, don't automatically assume another dealership can't offer a better deal simply because its advertised price looks similar.
Ask.
If a dealership has found a more efficient way to operate that allows it to save you money, wouldn't you want the opportunity to find out?
That's where our philosophy at Mark Dodge comes in.
Our Focus Is Affordability
The affordability problem in the automobile business is real.
Vehicles are expensive. Financing has become expensive. Insurance has become expensive.
There's already enough pressure on the customer's wallet.
So we keep asking a very simple question:
If we can save you more money, why wouldn't we?
Our approach isn't built around what another dealership is doing.
We're constantly asking ourselves:
How can we lower our costs?
How can we turn inventory faster?
How can we use technology better?
How can we process transactions faster?
How can we use remote employees effectively?
How can we improve shipping?
How can we handle titling and registration more efficiently?
In other words, how can we grow without adding unnecessary expenses?
We're not trying to build the cheapest operation.
We're trying to build the most efficient operation we can.
There's a difference.
Efficiency Should Benefit the Customer
Nearly a century ago, Henry Ford advocated an idea that still resonates with us today: a business shouldn't simply focus on charging the maximum amount the market will bear while paying its workers the minimum they'll accept.
The idea was to build better systems and greater efficiency so a company could take care of its employees while making its products more affordable to customers.
We believe there's still a lesson there.
When technology, scale and better processes allow us to operate more efficiently, we want those efficiencies to benefit our customers.
That philosophy has sometimes gotten attention in the automobile industry.
Our pricing has probably ruffled some feathers along the way.
That's okay.
Other dealerships aren't our customers.
You are.
Our Pricing Philosophy Didn't Start With MAP
This isn't a new strategy created because advertising rules are changing.
Consider what happened during COVID.
Vehicle inventories became incredibly tight. Demand exploded. In many parts of the country, customers were paying thousands of dollars over sticker simply to get a vehicle.
We kept asking the same question we'd always asked:
How can we save our customer money?
At one point, we were selling more vehicles in a month than we physically had sitting on the ground because customers were purchasing vehicles that were still on their way to us.
We could have looked at that scarcity as an opportunity to simply charge more.
Instead, we continued looking for ways to discount.
Our pricing philosophy isn't an advertising campaign.
It's how we do business.
MAP Pricing Makes Comparing Dealerships Even More Important
As the way vehicles are advertised changes, consumers may need to change the way they shop.
Don't assume the number you see online tells the entire story.
And don't assume every dealership displaying a similar advertised price will ultimately offer you the same deal.
Compare more than the advertised number.
Look at:
- Final vehicle pricing
- Available incentives
- Trade value
- Financing
- Dealer fees
- Customer reviews
- Transparency
- Buying process
- Delivery options
- Titling and registration
- Access to knowledgeable people when you need help
The goal should be to understand the complete transaction, not just one number in an advertisement.
Think Bigger Than Your ZIP Code
Mark Dodge is a brick-and-mortar Chrysler, Dodge, Jeep and Ram dealership in Lake Charles, Louisiana.
We're a real dealership in a real place.
But we've also built the infrastructure to operate nationally.
That means you don't have to live in Louisiana to buy from Mark Dodge.
Customers can purchase and finance vehicles remotely. Paperwork can be reviewed ahead of time and documents can be signed remotely.
We've worked with customers across the country and even customers completing transactions while overseas, including members of the military.
And digital doesn't mean you're on your own.
When you have a question, you have a real person you can call.
We've also built logistics, titling and registration processes specifically because so many of our customers don't live anywhere near Lake Charles.
So when you're shopping for your next vehicle, think bigger than your ZIP code.
Give your local dealership an opportunity.
Shop regionally.
But give yourself the opportunity to compare nationally too.
MAP May Change the Advertisement. It Doesn't End the Shopping.
That's the most important thing we want shoppers to understand.
MAP pricing may change what you see advertised, but it doesn't mean you should stop comparing.
It doesn't mean every dealership is offering the same deal.
And it certainly doesn't mean you should assume the advertised number is the only number worth asking about.
Ask questions.
Compare dealerships.
Read customer reviews.
Understand how each dealership does business.
Look at the entire transaction.
Competition is supposed to give consumers choices.
We believe customers deserve transparency. We believe competition is good. And we believe that when greater efficiency allows us to save our customers money, those savings should be shared with them.
That's what we'll continue working to do.
So as MAP pricing changes the way you see vehicles advertised, remember:
Shop locally. Shop regionally. Shop nationally. Compare the complete deal.
And before you purchase your next Ram, Jeep, Dodge or Chrysler, check with Mark Dodge and see what we're able to do for you.
Because just because a vehicle is advertised for more doesn't mean you should pay more.
From Lake Charles to all 50 states, there's only one Mark Dodge.
