I needed to buy a new car at the end of the year. After all the news about GM, I really wanted to buy an American car. But try as I might, I ended up buying a Japanese car, although I suppose it may have been assembled in the US.
A bit of background…. I actually like American cars. My first car was a 1965 Buick Electra 225 that my parents gave me (in 1977). I cherished that old Buick and I have owned GM cars ever since. I currently lease a GMC Yukon and own a Cadillac DeVille. Sure everyone I know makes fun of the DeVille because it is an “old man’s car,” but I still like it.
My family needed a new car and we decided that a good time to shop was between Christmas and New Years day. I assumed this would be an easy exercise; after all, I was a cash buyer and had done research.
A few weeks ago I started looking in the local paper and noticed the GM “Red Tag Sale”. My wife and I decided to test drive Chevrolets and Cadillacs. Even though my wife hates my DeVille, she thought that the CTS might be OK. And, based upon local newspaper ads, the price for a CTS could work for us.
So, off we went to the car dealerships. Surprise, surprise, we ran into a few problems.
Problem #1. We knew more about the cars than the sales staff. The sales staff at the dealerships fell into two broad categories. Two thirds of the salesmen were retirees and had an average age of 75 years old (not an exaggeration). Most of the older guys had worked at the dealerships for less than 2 months. The other group of sales staff was young, very young, so young that I wasn’t sure that they were old enough to drive. It was immediately clear that the very young and the very old had been hired because they were cheap, not because they knew anything about the cars that they were selling.
For example, when we test drove the Chevy Malibu (a very nice car), my wife asked what one of the buttons on the steering wheel did and the sales guy said he didn’t know. When we asked about another button we got the same response. He admitted that it was his third day on the job and he didn’t really know what most of the buttons did. He was able to tell us a lot of about his prior career (he was one of the retirees) but he couldn’t tell us anything about the car we were in. During the test drive he suggested we learn about the car by trying the buttons and seeing what happened. When I asked him about the price of the car the salesman didn’t know about that either.
Problem #2. The advertised Red Tag Prices weren’t really the prices for the cars.
I mistakenly thought that the newspaper advertised prices had some relationship to the prices that were offered to buyers at the dealership. I was wrong.
We test drove the Cadillac CTS and liked the car. It was advertised by the dealer we were at for $26,938. However, the sales manager told us that the real price was approximately $32,000 plus another $1,500 in dealer fees. When we asked about the advertisement, the sales manager just shrugged and told us he wasn’t selling the car for anything less than $33,500 (including dealer fee but not including taxes and tags). We didn’t purchase the car. As we walked out of the door, my wife heard the salesman pleading with the sales manager, “Come on, they’re walking out the door!”
After the Cadillac experience, my wife and I went back to the Chevy dealership. My sister recently purchased a Malibu and liked it, so we thought that it could be a good choice. When we got to the dealership, we found our salesman (who was now on the job for 4 days) and asked for a quote. The salesman found the sales manager who told us that the car would cost approximately $19,000 plus $1,500 in dealer fees. The advertised price for the exact vehicle we wanted to purchase was $17,500. When I asked about the $3,000 discrepancy, the salesman told me that the dealership had many stores and the ad was for the Ft. Lauderdale store and not the Delray Beach store (they are 20 miles apart). He tried to tell us that the Ft. Lauderdale store was participating in a special GM program that reduced the price of the Malibu to the price in the newspaper. When we pointed out that the ad specifically was for the Delray Beach store, the salesman told us what he really thought we should do.
Problem #3. The salesman at the Chevy dealership told us to buy a Toyota.
The salesman at the Chevy dealership told us to buy a Toyota. He said it was what he drives and that it is a better car than the Chevy. He said that if we went to the Toyota dealership we would be treated fairly. He was loyal to the people and company that had treated him well in the past.
It doesn’t matter how good GM’s products are, if the dealers are bad GM isn’t going to survive. GM isn’t managing its dealers and they wasted their marketing dollars on the “Red Tag Sale”. Rather than building the brand through a marketing program and disciplined execution, my experience showed the “Red Tag Sale” to be a disorganized “bait and switch” program. Actual prices bear no relationship to newspaper advertisements.
The dealerships made “amateurish” retailing mistakes. Obviously, they never heard that first impressions are important and the damage that a bad sales staff can do is often irreparable. And, a combination of “dealer fees” and not sticking to advertised prices raise fatal integrity issues.
My wife and I took the advice of the Chevy salesman and went to the Toyota dealership. The sales staff was responsive, experienced and knowledgeable. The pricing was straightforward. We ended up purchasing a Camry that had been used as a dealer loaner for a great price.
I am rooting for GM. Everyone should be hoping that they make it. But, if my experience is typical of the GM car buying experience, there isn’t much hope for survival.
Posted under Automobile, Finance, GM, economy
This post was written by Mark Sunshine on January 1, 2009
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