A light bulb switched on above Joe Serra's head when Saturn arrived on the market in 1990. Customers liked Saturn's low-pressure, one-price, no-haggle approach.
"I thought: If customers are reacting that way to Saturn, wouldn't they also react that way at other dealerships that used that approach?" Serra says.
Today, eight of the family's 21 Serra Automotive dealerships around the country use Saturn-style one-price selling.
In the early 1990s, the acceptance of one-price selling by customers of other brands was anything but a given -- especially at well-established, big-volume stores like Serra's father's Detroit-area Chevrolet store, one of the nation's largest.
"It was risky," he admits. "But to me it was the right way. It was a new era of selling cars. I told our people: Even if it appeals to just 10 percent of the population, let that 10 percent come shopping with us."