In advertising for motor vehicles, what can a dealer or salesperson reference?

The focus on referencing dealer cost or invoice price in advertising for motor vehicles is essential because it allows dealers and salespeople to provide potential buyers with transparent information about the financial aspects of the vehicle being sold. This aspect can create a sense of trust and credibility with customers, as they can see how the selling price relates to what the dealer paid for the vehicle.

Providing information related to dealer cost or invoice price can help customers understand the potential for discounts or negotiations, fostering a more engaged purchasing process. It also allows them to gauge the value of the deal being offered compared to the market.

In contrast, referencing only the manufacturer price might leave potential buyers with a limited view of the deal's actual value and could lead to misunderstandings regarding the price they would end up paying. Mentioning selling price only may not give consumers the insights they need to negotiate effectively. Similarly, trade-in values may not be as relevant to the transparency of the new vehicle's pricing unless explicitly tied to a specific deal being offered. Thus, focusing on dealer cost or invoice price enhances the customer’s understanding of the transaction’s fairness and viability.