If there were a Holy Church of No Haggle Pricing, Joe Laham would preach from the pulpit every Sunday.
Laham, a Massachusetts dealer, believes the old way of selling cars by haggling over price is a relic of the 1950s that can't survive the age of the Internet.
He abhors cutthroat discounting because it destroys dealer profits, trust and credibility. He sees a vicious circle that leaves everybody feeling lousy: the dealer, the dealership employees and the customer.
"You put them on the cross and crucified them. To make up for one crucifixion, you crucified many," says Laham in his thick Massachusetts accent. "I'm going to sell more for less and make it up in volume? That's like burning in hell. We're not interested."
For Laham, 53, the path to salvation lies with no-haggle pricing on everything the dealership sells, from new and used cars to service contracts. Laham calls his version "pure price," a phrase also used by Scion.