Toyota Asking Dealers To Stop Advertising Below Invoice, World Not Over Yet

At an upcoming dealer meeting in Las Vegas next month, Toyota will ask its dealers to stop advertising cars below invoice in an attempt to help keep residual values higher and keep dealers from competing in a “race to the bottom,” Automotive News is reporting.

If accepted, Toyota would join Honda in penalizing dealers who advertise cars below invoice. According to the report, after three reported violations in one year, Honda could withhold marketing money from a dealer — which could be $400 per vehicle. It’s unclear how Toyota may penalize its dealers who don’t comply with the proposed new rule.

A less-than-happy dealer said he would consider suing Toyota for price fixing if the ad mandate were enforced.

“This is not in the best interest of the consumer, and I’m not going to keep my mouth shut,” said Earl Stewart, who runs a dealership in Florida.

A Boston-area Toyota dealer said keeping other dealers from advertising below invoice could keep unscrupulous dealers from bait-and-switch tactics to lure buyers to a showroom with one price, and sell them on another.

“It would be wonderful if this move could put some sanity into pricing,” said Mike Hills, general manager of Bristol Toyota-Scion.

Stewart said that he sells three out of four cars below invoice and that his dealership is a no-haggle dealership, something Lexus will reportedly adopt soon. He said that if he can’t advertise below invoice, he would lose business.

(It’s worth mentioning that dealer holdback allows some dealers to sell below invoice, but still make a profit on the car.)

At its Scion stores, Toyota is reportedly streamlining its online shopping process to encourage buyers to shop and pay for a car online before having it delivered*.

*Only in states where that sort of thing is legal, of course.

No word on whether balloons on cars would still be allowed.