RVDA: OEM’s Question Site’s Pricing Accuracy
RV manufacturers are telling the Recreation Vehicle Dealers Association (RVDA) that online dealer pricing figures released recently to consumers by SeeDealerCost.com are inaccurate, according to RVDA’s RV Executive Today online newsletter.
In addressing a press release generated by SeeDealerCost.com, RVDA reports that the one-year-old website is now listing what it claims are invoice prices and suggested manufacturer retail prices for several brands from Dutchmen Manufacturing Inc., Keystone RV Co. and Heartland Recreational Vehicles LLC along with a few models built by Jayco Inc., Forest River Inc., CrossRoads RV and Coachmen RV.
RV manufacturers told RVDA that they did not provide any pricing information to the website, and several questioned the accuracy of the data.
Dutchmen President Cam Boyer, Jayco Director of Marketing Sid Johnson, Heartland Vice President of Sales Coley Brady and Keystone Vice President of Sales Matt Zimmerman said they do not know where SeeDealerCost.com obtained its prices.
“The dealer prices quoted on the site for Jayco products are not correct,” said Johnson. “I don’t know where they got the numbers, but they did not get them from here.”
A disclaimer on SeeDealerCost.com also states the website is intended for use “as an online tool for consumers to obtain estimated pricing and costs. All such information is gathered from sources and/or based on algorithms or estimates. No assurance can be given that this information is accurate, complete or current.”
Heartland’s Brady said if a dealer was the source of pricing information, he or she may have violated the company’s dealer agreement.
RVDA Director of Legal and Regulatory Affairs Brett Richardson said, “It’s important for everyone in the RV industry to note that invoice pricing information is sometimes addressed as confidential in manufacturer-dealer agreements. Sharing it with a third party could be a breach of the agreement and lead to termination for cause.”
RVDA urges dealers to review their dealer agreements and state laws on this issue. “Many states prohibit or restrict a motor vehicle dealer’s ability to directly or indirectly advertise ‘invoice prices,’ since they believe this advertising may be deceptive to the buying public,” said Richardson.