Recently I purchased a car and came face to face again with the befuddling economics of car dealerships. My brother, who is an expert car negotiator, helped me out a lot doing research and negotiating with them in the crazy, we-aren’t-ever-going-to-see-each-other-again style necessary not to get ripped off at the dealer.
The car dealership that we were working with had masses of cars on his lot. A co-worker of mine said his buying power was increased because while he was haggling a big rig came onto the lot full of cars to unload and it was so packed that there literally was nowhere to put the newly arrived autos.
While every other industry in the world seems to be moving to a just-in-time model or some sort of centralized distribution warehouse (Amazon), the car dealer industry uses the sad, old-fashioned methods of packing their lots with autos and then cutting each others’ throats to get an incremental sale. Rather than having the exact car you want by having you order it and wait for its arrival (BMW still does this, at least according to a friend of mine who recently bought one, and Scion does this, too) – my dealer just tried to sell me the closest one to what I wanted on the lot.
My brother, being a crazed car buyer, actually uses the technique of 1) determining the car you want 2) asking for a different, similar car to what you want that you KNOW the dealer doesn’t have on the lot 3) threatening to walk away because they don’t have the car that you knew they didn’t have in the first place and instead having to “settle” by having them offer you to take the car you wanted in the first place, for a discount.
One major problem with this methodology is that the car buyer (me) leaves this experience with a terrible feel for the brand rather than a positive view, based upon interaction with the dealer. This sort of marketing is suicide given that a repeat customer is critical to the long-term success of a car brand. The second major problem is that having all this inventory on the lot causes all the dealers to drive down prices since they need to move these cars quickly which isn’t the most profitable outcome.