Chevy Black Friday Promotion: “The Price You See Is The Price You Pay”

December 4, 2013

This past Thanksgiving weekend brought a little bit of new vehicle pricing transparency from the folks at Chevrolet.

The automaker’s Black Friday TV ads told customers “the price you see is the price you pay” and that they’d be getting the “best prices of the year” on select models.


To be sure, there’s nothing unusual about a factory (or a dealer) telling consumers “now’s the time to get the best deals.” But Chevy’s ads went further, promising a level of transaction-like transparency that, I suspect, many of its dealers are unaccustomed to offering.

I’ll go out on a limb and suggest that Chevrolet’s promotion indicates something bigger. That is, dealers will now face pressure to adopt pricing transparency from two fronts, their customers and their factory partners.