Shopping for Similar Cars

An apple to apple comparison means to compare something to something just like it; it's based on the expression 'comparing apples to oranges', which means that you have made a comparison of something that is not like enough for a comparison to be made.

This is so true in the automotive industry when consumers go online to compare a vehicle from one dealership to a vehicle at another dealership. What may seem like the same vehicle is not. They may have the same standard features but they may have different options, thus causing a difference in price.

Let’s take a look at 2 Camry SE’s.

Is this apples to apples or apples to oranges?

#1
Series:    Camry
Model:    2546 - 4 Door SE Sedan (6 Spd Automatic)
Model Year:    2012
Transmission:    6 Speed Automatic
Color:    Magnetic Gray Metallic
Interior:    Black/Ash 2 Tone Fabric
Available:    Immediately
Dealer Name:    Bob Tyler Toyota
Dealer Phone:    850-478-9999
Fuel Surcharge
$0
50 State Emissions-FEAT
$0
8-Way Power Adjustable Driver's Seat-PDAT
$440
Southeast Toyota Distributor-FP40
$0
•    Certified Technician 46 Point    
•    Final Quality Inspection    
TOYOGUARD(R) Select-XT60
$639
•    Exterior Paint Sealant    
•    Interior Protector    
•    Vehicle Vin Glass Etch Protection    
•    TOYOGUARD(R) Auto Care Kit    
•    Roadside Assistance    
•    Rental Car Assistance    
6-Gallons of Gas-UF60
$0
Auxiliary Cable & iPOD/USB Adaptor-AACK20
$20
Carpet Mats w/Lipped Trunk Mat-PV60
$299
Base    $23,220
Options    $1,398
Manuf, Delv, Proc & Hndlg    $840
Total    $25,458

#2
Series:    Camry
Model:    2546 - 4 Door SE Sedan (6 Spd Automatic)
Model Year:    2012
Transmission:    6 Speed Automatic
Color:    Classic Silver Metallic
Interior:    Black/Ash 2 Tone Fabric
Available:    Immediately
Dealer Name:    Bob Tyler Toyota
Dealer Phone:    850-478-9999
Fuel Surcharge
$0
Display Audio with Navigation and Entune:-EXAT
$1,050
•    Includes 6.1" Touch Screen,    
•    AM/FM CD Player with MP3/WMA Playback Capability,    
•    6 Speakers,    
•    SiriusXM Satellite Radio Capability (Includes 90-Day Trial Subscription),    
•    HD Radio with iTunes Tagging,    
•    Auxiliary Audio Jack,    
•    USB Port with iPod Connectivity and Control,    
•    Vehicle Information,    
•    Hands-Free Phone Capability,    
•    Phonebook Access,    
•    Advanced Voice Recognition,    
•    and Music Streaming Via Bluetooth Wireless Technology.    
•    Entune - Includes Bing and Pandora;    
•    Real-Time Info Including Traffic, Weather, Fuel Prices, Sports and Stocks.    
•    Apps Available Spring 2012 At No Charge Include iHeartRadio, MovieTickets.com and OpenTable.    
•    Access to Entune Services Is Complimentary For Three Years.    
•    See Toyota.com/Entune for Details    
50 State Emissions-FEAT
$0
8-Way Power Adjustable Driver's Seat-PDAT
$440
Power Tilt/Slide Moonroof-SRAT
$915
•    with Sliding Sunshade.    
•    Deletes Overhead Console with Storage Area    
Southeast Toyota Distributor-FP40
$0
•    Certified Technician 46 Point    
•    Final Quality Inspection    
TOYOGUARD(R) Select-XT60
$639
•    Exterior Paint Sealant    
•    Interior Protector    
•    Vehicle Vin Glass Etch Protection    
•    TOYOGUARD(R) Auto Care Kit    
•    Roadside Assistance    
•    Rental Car Assistance    
6-Gallons of Gas-UF60
$0
Auxiliary Cable & iPOD/USB Adaptor-AACK20
$20
Base    $23,220
Options    $3,064
Manuf, Delv, Proc & Hndlg    $840
Total    $27,124

As you can see from this example, these two vehicles, while they are both a Camry SE 4 door Sedan, their price varies by approximately $2,000. This is due by the option package contained in vehicle #2.  So as a consumer, if you are shopping different vehicles at different dealerships, you must do your homework. This information was pulled directly from our website and can be found on any dealers website.

The examples above are comparison mistakes that consumers make all the time. A reputable dealer will not only point out these differences but will point you in the right direction.  What you want to be wary of is the old bait and switch routine which is something done purposely. Bait-and-switch is a form of fraud, most commonly used in retail sales but also applicable to other contexts. First, customers are "baited" by advertising for a product or service at a low price; second, the customers discover that the advertised good is not available and are "switched" to a costlier product.

Consumers have a misconception that automotive dealerships practice this sales method very often. What happens is consumers will see an ad for a vehicle priced very low. They will come to the dealership wanting to see that particular vehicle but those particular vehicles have already been sold. It happens in retail very often. So the salesperson tries to show them something comparable. The consumer feels they came to buy an apple but are not being shown an orange. They could have avoided this by doing a bit of homework.

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