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How many dealers can afford to do option #1? What you propose eats up a lot of the margin on the original car purchase. Yes, the buyer will talk about your dealership in a positive way, but will the increase in positive press pay for the margin hit? I'm wondering if most dealers might do better by not treating the customer as a total rube/enemy and getting more quickly to a real price. THAT would be a shocking change to most car buying transactions I've been a party to over the last 15 years.
Having said that, as a lifelong direct reponse guy, wouldn't it be worth a test for a dealership group that has a few of the same brands? Brand X in one town could take that approach, while Brand X in the next state would use the tried and true as a control. Run it for 3 months (just guessing) and do pre- and post-analysis and check not only sales but sentiment?
If you can prove that ROE works--and I do believe that experience does work--then it makes it easier for the company skeptical about it that it works.