One price selling: The holy grail

Auto companies ought to concentrate on building the best cars, not on trying to figure out how to adopt one-price strategies.

or years we have heard industry gurus pontificate about the customer's hatred of the auto retail buying process According to their vision of the world, people really want to buy cars the way they purchase other consumer goods - pay the price on the tag and don't haggle with the sales attendant. In this idealized world consumers would gravitate toward dealers with the best service, eventually weeding out ineffective dealers.

Unfortunately, the ideal world and real world have little relationship to each other. Saturn has stayed true to one-price …