The Retail Industry will Die...(or how I got my Prime in Miami)

After two months of waiting and Googling and searching and asking and offering deposits, I stumbled upon two Prius Primes in Florida-on opposite coasts-no less than a four-hour drive away for either. If I was going to get the Premium trim I would have to wait another untold number of months. Color of choice? Who knows when. This is a Prius Prime we’re talking about?

This is my fourth Prius. I learned long ago about waits and compromises, as my second-generation Prius also took a few months to fulfill. You also give up on haggling when that’s the case. It’s liberating for those of us who hate to negotiate.

After a polite conversation with my Wesley Chapel (just north of Tampa, FL.) sales rep, I was prepared to put a phone deposit to hold my car for 24 hours until I could make arrangements for a road trip. “Just email me an invoice with all the features of the car and the cost break-down”, I said. Contrary to their website’s advertised cost, however, his video quote included a $5000 DMA (dealer market adjustment) fee. Really? A 17% premium just because you can?

I lived through Hurricane Andrew in South Florida. It was devastating. It also brought out the worst (and best) in people. A professor colleague boasted of renting a U Haul truck and selling ice for $10 a bag to capitalize on the suffering of those affected. There’s a Ph.D. put to good use! The scams and greed prompted laws to change – laws that now reference this as the illegal practice of price gouging.

So I politely declined the sale and replied to option B, who had contacted me a bit after my initial contact with Wesley Chappel. Less than 30 minutes later Wesley Chapel was calling, texting and emailing that their GM was waiving the fee. This too is price gouging. This is why the Tesla model of direct sales is so feared by dealerships. The Tesla model eliminates the ability of dealers to rob, scam, steal, and blatantly attempt to take advantage of consumers.

Coggin Toyota in Jacksonville, FL. gave a straight-up answer. They listed their cost, the price of the dealer options and the delivery fee. Could I have negotiated a better price? Likely. But I do get that this car is in high demand with fewer than 25 delivered South of Georgia. Mr. Kendrick Bibbs, my sales associate, was polite, easy going and honest with me. He gladly took my phone deposit, and I gladly drove nearly 6 hours to pick up my car. Ok, maybe not so gladly.

Prius shoppers are special. How many people gladly overpay for a car with the acceleration of a skateboard, the design sensibilities of a potato (generation 1), and the premium cost of a high-end Camry? How many people give up on the ability to shop for price and visit a showroom? How many people drive 6 hours to a dealership to pay sticker-price? How many people do months of research to know enough to not pay a DEALER MARKET ADJUSTMENT fee? Am I supposed to feel special because you were willing to waive this bogus and blatant attempt at larceny? I wish Amazon sold cars. With dealer practices such as Wesley Chappel’s, it’s just a matter of time. The retail industry is dead, boys and girls. Long live the retail industry. Until such time, my next Prius is coming from Coggin Toyota of the Avenues even if it is a 6 hour drive. Prius shoppers are special.

 

Well, now you know where to find the one car available for purchase. I'm sure they'll wave the DMA fee too.

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