TO THE EDITOR:
“Selling over sticker price can backfire on car dealer, automaker” (autonews.com, April 10) reported that 27 percent of the people who paid over sticker price said they would never buy that brand again, according to a survey by GfK. Really? Why did they pay over sticker price in the first place? They had choices. They could have purchased a competing brand for less.
The law of supply and demand trumps anything else. Customers will always pay a premium for products in short supply and high demand and, conversely, demand a discount on slower-selling products. If Yes Chevrolet really believes they should not sell for over the window sticker, they would offer Corvettes for sticker price. That won’t happen.
ROBERT LONGPRE, President, Rancho Los Lagos Management, Sedona, Ariz.
Rancho Los Lagos Management provides consulting to new-vehicle dealerships.
