Poll: Vehicle Buyers Prefer Value Pricing

Auto buyers prefer low-retail pricing over assorted sales incentives, according to a new poll by Maritz Automotive Research Group.

Consumers purchased a record number of vehicles in summer 2005 with the employee-discount pricing incentive program. However, as manufacturers realign their marketing strategies, they maintain that value pricing will replace money-losing incentive programs.

Poll results suggest value pricing — in which prices are closer to transaction prices than manufacturer's suggested retail prices — could be the way to go. Surveyed buyers prefer it to incentive “gimmicks.”