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EconTalk

Steve Cole on the Market for New Cars

EconTalk

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4.74.4K Ratings

🗓️ 9 June 2008

⏱️ 72 minutes

🧾️ Download transcript

Summary

Steve Cole, the Sales Manager at Ourisman Honda of Laurel in Laurel, Maryland talks with EconTalk host Russ Roberts about the strange world of new car pricing. They talk about dealer markup, the role of information and the internet in bringing prices down, why haggling persists, how sales people are compensated, and the gray areas of buyer and seller integrity.

Transcript

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0:00.0

Welcome to Econ Talk, part of the Library of Economics and Liberty. I'm your host Russ

0:13.4

Roberts of George Mason University and Stanford University's Hoover Institution.

0:18.6

Our website is econtalk.org where you can subscribe, find other episodes, comment on

0:24.5

this podcast, and find links to other information related to today's conversation.

0:29.9

Our email address is mailadicontalk.org. We'd love to hear from you.

0:37.8

Today's guest is a little out of the ordinary, but first some background. About a month

0:42.4

ago, my wife and I decided to buy a new car. My Honda Odyssey had 95,000 miles on it.

0:48.6

It was nine years old, it needed a lot of work, and rather than put more money in the car,

0:52.3

we decided to replace it. My wife and I looked at the Toyota Sienna and the Honda Odyssey.

0:58.2

It came very close to buying the Toyota, but ultimately, we liked the Honda's eight-seat

1:03.1

option a little better than the Toyota's. I did some research on pricing. I visited

1:09.0

a nearby dealer. He came down a little off the list price, but not much. Then I called a

1:13.9

couple of dealers a little farther away and asked for their best price. They're internet

1:17.9

price. They're no-haggle price. Based on those prices, which were dramatically lower

1:22.5

than what the dealer had come back to me with as the V price of the car, my wife and I drove

1:27.4

about 35 minutes from her house to get the Odyssey we wanted at Oursman Honda of Laurel.

1:34.2

In Maryland, I won't give you all the details, but it turned out the no-haggle price we'd

1:38.2

been told over the phone didn't really include everything. The real price was higher. There

1:43.7

were a bunch of extras, pinstriping, wheel locks, mud flaps. Raised the price by over $800.

1:50.5

There was a destination charge of over $600. The salesperson hadn't mentioned over the

1:56.4

phone when I said, what's the full price? I was pretty upset. I'd asked the salesperson

2:00.7

whether his no-haggle price included everything. He said, yes. Were there any other charges

...

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