Lexus Will Test No-haggle Pricing at Some of its Dealers

Taking a page from the old Saturn playbook, Lexus will test no-haggle pricing at a dozen dealerships this year, according to the Detroit Free Press.
The pricing strategy will apply to new and used cars, and service and maintenance at the dealers.
According to Lexus general manager Jeff Bracken, no-haggle pricing could be initially difficult.
“The dealer has to be willing to let the customer walk away or word gets out and the model falls apart,” Bracken told the Detroit Free Press.

Lexus says that it’s adopting the strategy in an effort to differentiate itself from other luxury competition. Luxury automakers such as Cadillac may overhaul their incentive program for dealers to focus on the shopping experience, rather than hard sales goals.
Bracken said the strategy could be expanded to Lexus dealers by 2017.
 
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