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Car Selling Without Price Negotiations: Wishful Thinking or the New Normal?

Author

Listed:
  • Farsky, Mario
  • Feldhäuser, Julian
  • Harries, Ferdinand
  • Levin, Andrej
  • Papies, Dominik

Abstract

Leading global car manufacturers are targeting a shift to direct sales with fixed, non-negotiable prices, yet consumer responses to such a paradigm shift remain largely unexplored. Our study of 500 consumers reveals that in the current market environment, two-thirds would engage in price negotiations, yet the same proportion would pay a mark-up to avoid this common practice. The findings suggest that a carefully planned transition to fixed prices, slightly below current offer prices, could be accepted by consumers, potentially ushering in a new era in automotive retail.

Suggested Citation

  • Farsky, Mario & Feldhäuser, Julian & Harries, Ferdinand & Levin, Andrej & Papies, Dominik, 2024. "Car Selling Without Price Negotiations: Wishful Thinking or the New Normal?," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(1), pages 60-65.
    • Handle: RePEc:zbw:hsgmrs:308027
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