If a product was advertised by 2 different stores for the exact same price, but one product was advertised at an "everyday low price of $1.99", and the same exact product was advertised "50% discount! Only $1.99!" at another store, the 2nd would always end up selling more, all other things equal, since people perceive it to be the better value, even though they are the exact same price.
Likewise, I'm sure a $43k Bolt marked at $10k off MSRP at $33k would sell more than a Bolt that had its sticker price dropped to $33k (and no further discounts).
Interesting you should mention those particular figures. I originally was trying to buy an LT instead of a premier, (Because I figured I couldn't afford the Premier at 42k base, plus DC Charging, and other stuff, should have brought the list up to 45k) and I was trying to stay at a 35k out the door price point. After a lot of hemming and hawing and dealer protestations that at that price, the dealership would be making nearly zero, they finally aquessed, and accepted that price. We started trying to find an LT. They found one, apparently 250 miles away.
After waiting an hour, I was told it was already in the process of being sold. They "managed " to find another, 500 miles away, with more options, but it would cost $37,000 - at least it had DC fast charging, which I really wanted, so I said ok. That fell through too. They found anther, with even more options, 38,5k. The assured me, that with the options package, they were still making nearly zero profit, and "man was I lucky, 'cause there were just no other ones available, as well as me being a great negotiator!" Sha, right.
Sooo, I decided to go home and think about it. (Boy, were they not happy about that!)
I got on the internet, and found a Premier, at another dealership *in the same town* advertised for 34k plus tax, license and fees! WTF?
I called the original dealership back and told them I was going to go for that one, and they were full of baloney. They said, "Oh, we have a Premier, didn't know you wanted one of those! We'll match that deal".) Sheesh. So, I got a Premier, with *all* the stuff, for about 10k under "List" price, 37k.
This, apparently, unfortunately, is how to buy a car at a dealership. You spend all day fighting with them, then when they have an entire day invested in you, you break off, go find the best advertised price in the country, and stick to that price.
{See attached screenshot of wild price differences}
Also, you may not agree with me, but I believe that dealerships pay 10k under "list" price for vehicles, across the board. Because this experience closely mirrors that last two cars I've bought (2007 Tacoma, Honda Accord).
And one other thing. It's a shame they don't just drop the list price. Because, the DMV in my county assesses registration and renewal fees by LIST price, not purchase price, 1%. So, even though I paid 37k for the car, I was asses a fee of $430.00 (1% of the list of 43k. That a lot of bucks.)
