Lexus is borrowing a page out of Scion’s books by testing no-haggle pricing at a dozen of its dealerships.
The luxury arm of Toyota is testing out a non-negotiation pilot program at 12 of its 236 U.S. dealerships this year, similar to what Scion does with its Pure Price process. The company hopes that it will improve customer satisfaction at dealerships by committing to an upfront, fair transaction price on vehicles and convincing shoppers that the price is honest.
“While negotiation-free pricing is not revolutionary, we strongly believe the concept will further elevate transaction transparency and customer care,” said Jeff Bracken, general manager of Lexus U.S.
Lexus has continued to gain ground in the luxury sales race but still trails behind BMW and Mercedes-Benz for total annual sales. The automaker did win the monthly luxury sales battle in the U.S. last month and through the first seven months of 2015, its sales are up 14 percent to 188,664 units.