Newspaper article THE JOURNAL RECORD

Fred Jones Dealerships Adopt One-Price Selling

Newspaper article THE JOURNAL RECORD

Fred Jones Dealerships Adopt One-Price Selling

Article excerpt

Journal Record Staff Reporter

Strong negotiators, or even those who think they are, will have a hard time at 12 dealerships belonging to Fred Jones Automotive Group starting Monday.

That's when the company, which has been associated with Ford and Lincoln-Mercury cars and trucks since 1927, will adopt a one-price selling concept, the company announced Friday. That means the posted sticker price is the price consumers pay for the vehicles.

Adopting this strategy will eliminate "the number one car-buying customer complaint _ the price negotiation hassle," said Boots Hall, chairman and chief executive officer.

"Prepublished, non-negotiable pricing allows both the customer and the salesperson to concentrate on the most important aspects of buying a car _ selecting the right model, features and service needs," Hall said. "Every new and used Fred Jones vehicle will carry the lowest price at which we can sell it, so that our customers will feel secure that the price they pay is not dependent on their negotiating skills."

One-price selling is not a new concept. It was pioneered by Saturn Motors Corp., a subsidiary of General Motors Corp., and adopted on a limited basis by several other manufacturers. Nearly every auto-maker has placed selected models on the list for one-price selling within the past three years.

Some manufacturers have continued that process, even expanding the models the process covers, while others have dropped it.

One Oklahoma City dealership, Boyd Chevrolet at 5000 W. Reno Ave., adopted the same policy as that announced Friday by the Fred Jones Automotive Group. The Boyd experiment lasted about six months because "consumers like to haggle," said owner Charles Boyd.

"What happened was that our lowest price was posted on all our cars and buyers would find they could get a lower deal, save $15 or $20, and go elsewhere," he said. …

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