Price positivity is a byproduct of transparency, not just cost. Review data shows that for top-performing groups, pricing is treated as a fixed brand pillar rather than a negotiation point. By anchoring the final number early in the customer journey, groups like Mullinax and Del Grande remove the primary source of buyer anxiety.
The difference is visible in the customer language:
“The out-the-door price was shown upfront. No games, no hidden fees, and no back-and-forth.” — Customer Review From a Top Performing Group
The takeaway is clear: Transparency accelerates the transaction. Customers cite price predictability as a primary reason they traveled long distances or ended comparison shopping. This trust extends to other metrics too. For example, Mullinax sits 54% above the benchmark for positive inventory mentions. When a customer trusts the price, they shift their focus from skepticism of the deal to the value of the vehicle.
Bottom line: Price becomes a friction point when it lives inside the black box of a sales interaction. When pricing is positioned upfront and consistently as part of the dealership’s brand identity, it shifts from a hurdle to be cleared into a competitive advantage.
The goal isn't necessarily to be the lowest bidder, but to be the most trusted.
How do your stores stack up against the top 150? The 2026 Voice of the Customer Report offers a full breakdown of price sentiment, communication gaps, and the 10 topics driving dealership loyalty this year.
