Business ProfileforAsheboro Honda

I haven't been to this dealership in person but am trying to shop online before I make a drive out. They have a 2023 Honda civic type R listed on their website for sale brand new. They claim an MSRP of $55,345 Honda's own website says its MSRP is $43,795 + premium color $455 + destination charge $1,095 = $45,345 MSRP is the Manufacturer Suggested Retail Price. Asheboro Honda does not state on their website that the price they have listed includes a $10,000 markup. As the dealer they have the right to set their own price, but it is misleading and false advertising to say that the price they have set is the MSRP. An unsuspecting buyer could be persuaded to believe that they are paying what the manufacturer of the car says is the fair market value. When in reality they are being taken advantage of.

When we apply pricing to new vehicles, our website provider only allows one space for top line pricing, and refers to that as MSRP. We do not have the option to break out the market adjustment in a separate field when we enter the data. In the case of this Honda Civic Type R, the customer is correct, the price shown in the MSRP field is not the actual MSRP. Our question to Mr. ***** is this: Which would be more misleading- Putting the true MSRP in the one field that we we have available, and shocking the customer with the market adjustment when they arrive at the dealership, or, disclosing the total price in the field labeled MSRP as we are currently doing so that there are no surprises for the customer? Surely Mr. ***** would agree that it is the former, and our current pricing setup avoids that. Our experience, as proven with this customer review, is that there are no "unsuspecting buyers" when it comes to shopping for a rare and expensive vehicle such as this Civic type R. This customer demonstrates that all the available data a customer needs to make an informed decision prior to purchasing is readily available online, and is clearly notated on the window sticker when a customer shops in person at the dealership. It is legal, ethical, and commonplace for this and other Honda dealerships to apply market adjustments to rare and high-demand vehicles, and this practice is supported by customers routinely purchasing the vehicles at the adjusted price, without complaint.

Thank you for writing to reply to me. I do have a few critiques. 1 MSRP as I'm sure you are aware, is an acronym meaning Manufacturer Suggested Retail Price. If Honda didn't suggest the price then it is incorrect. You should change the field to say "market price" or "our price" because like you said it's not the actual MSRP. 2 You do not have to charge a markup. The vehicle wouldn't be so rare and expensive if it was selling for MSRP. 3. The window sticker with addendums should be available online. 4 It is legal and commonplace but debatably ethical. Practices like this are the reason certain cars have left the US market. I will say that other cars you have listed online are fair market value as of 9-12-23.