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Is this a classic case of bait and switch?
Not all Cadillac dealers are dishonest, but some are. Imagine finding the car you want at the right price, and then when you inquire, the dealer tells you the price has gone up because they have a lot of buyers who want to buy the vehicle.
The dealer doesn't try to sell you a higher-priced vehicle in a classic "bait and switch” tactic, but they raise the price of the car you're interested in buying.
That happened to Brittan Mackenzie (@brittanmackenzie) who lives in Lorena, Texas.
Like many car shoppers today, Brittan looks at ads for cars online. She has had her eye on a Cadillac Escalade and finds one at a Cadillac dealer near where she lives in Houston, Texas.
Also, like many shoppers, she communicates with the dealer by text after she reaches out for more information from the salesperson who comes online with her.
Then she finds out the price is not as advertised on the Cadillac deals website. It's gone up by $6,000.
Brittan tells her story.
"I found a car advertised on the internet that I liked, and I was like, let me reach out and see what's up. It was a Cadillac Escalade advertised for. So I texted the Cadillac dealer, and we chatted back and forth, and I took some pictures of the interior."
"Then I asked about the price, which I already knew. The price is posted on their website ($63,000). Because I show interest in the Escalade, the message I get back is, "We have priced our vehicle very aggressively, and we have been getting a lot of inquiries just today."
"First, I've seen this particular vehicle on their website for at least three weeks. I just haven't reached out before today.
"Then they tell me the' price may go up.' Our selling price with dealer add-ons is $69,278.00 plus tax, title, and license."
Brittan turns to the dealer's ad. "Let me show you what their website says."
The ad reads, pre-owned 2021 Cadillac Escalade ESV. Bayway Price: $63,997.
Brittan says, "This is Bayway Cadillac Southwest in Houston, Texas. Just so y'all know, don't shop there. So in my text to the dealer, I put a haha face. I tell them, "so you just magically raise the price $6,000 because someone is interested? Seems like a solid way to do business," she says sarcastically.
She tells her audience, "Are you freaking kidding me right now?"
And there's more.
"The math is not matching because this is the next message I get."
The Bayway Cadillac salesperson says, "The internet price is $63,997. The $2,995 is our dealer add-ons and recondition fees. We charge this to all our customers who purchase from us. All dealerships have their own cost."
Brittan returns with, "Not the ones I work with. Have a nice day."
After the exchange with the Cadillac dealer salesperson, Brittan looks at the math. She realizes that the numbers for the Escalade she was given don't add up.
She says, "Where did that number come from? She just magically pulled it out of thin air?" The math does not work here. They are only looking out for their coin, not the customer. Don't buy from this place."
Brittan shows the dealership information. "Just so you know, we are getting the right dealership; it's Bayway Cadillac Southwest in Houston, Texas."
Run, don't walk.
Brittan isn't done yet. "It just keeps getting better."
"Just for fun, I went on their website to see how long they've had this vehicle for sale, since October 19th. Today is December 16th. So, they've had it for two months, and today, because I inquired and am interested, they say, 'We are getting a lot of inquiries just today,' Now they are going to raise the price."
After dealing with this Cadillac dealer, Brittan was understandably frustrated. It's a situation no customer should have to face. So, what should a customer do if they find themselves in this situation?
How do you negotiate with a car dealer effectively?
Not all car dealers are dishonest like the Cadillac dealer Brittan was dealing with. So, what is the best way to negotiate with a car dealer?
Consumer Reports gives these tips:
First, do your homework before you go to a dealership. Brittan did this by checking the advertised price online before visiting the dealer.
Consumer Reports says, Rather than be drawn into a discussion on the salesperson's terms, let them know:
- You have carefully researched the vehicle you want and have already taken a test drive.
- You know exactly which trim level and options you want, have researched the price for that configuration, and know approximately what the dealership paid for it.
- You have already calculated what you're prepared to pay. Reassure the salesperson that your offer includes a fair profit.
- You'll be ready to buy immediately if the salesperson can meet your target price. If not, you intend to go to other dealerships.
Brittan did the right thing by walking away from the Cadillac dealer's terms. There is one more thing she can do now.
Report the problem.
If you think a dealer isn't being honest regarding its ads or the selling process, like Brittan had with the Cadillac dealer, let the Federal Trade Commission (FTC) know at ReportFraud.ftc.gov.
It's Your Turn.
Have you had a similar experience with a dealer raising the price after you became interested, like Brittan did? If so, we want to hear from you. Click the red Add New Comment link below and share your story with us. Your experience could help others.
Check out this unbelievable Cadillac dealer story.
Cadillac Dealer Says, “She Test Drove a New Escalade, Stabbed Our Salesperson Who Was Able To Escape, and Then She Stole the SUV.” Read my story here.
I am Denis Flierl, a Senior Torque News Reporter since 2012. My 30+ year tenure in the automotive industry, initially in a consulting role with every major car brand and later as a freelance journalist test-driving new vehicles, has equipped me with a wealth of knowledge. I specialize in reporting the latest automotive news and providing expert analysis on Subaru, which you'll find here, ensuring that you, as a reader, are always well-informed and up-to-date. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Denis Flierl via Cadillac dealer
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