Seat at the Table

Imagine being told by a brand that it’s product costs as little as $10, but then the retail store informing you that the $10 product isn’t actually available at any stores.  Apparently, that’s how Toyota is using it’s most valuable marketing property – it’s web site.

We’re in the market to lease a new mini-van.  After request a quote for the basic model and getting what was supposedlyy a very decent price (compared to two months ago), I did some quick math to find we were still paying a above the amount that Toyota advertises as the starting price on their web site (see picture).

I was then informed by the sales person that the basic model with that starting price on the Web site is without any options, and that kind of car isn’t available – they all arrive with some options already installed that drive the basic price for cars actually available up a few thousand.

In other words, Toyota is advertising a very enticing product and price combination…but they are not actually making it available.  Classic bait and switch.

Does every manufacturer do this?  No.  I did buy a car a few years ago where we wanted the absolute basic model…though the dealer did have to go out of state to get it for us.  But it’s not uncommon either.  And for an industry where so much of the purchase decision is based on buyers trusting the brand, it’s an odd way to use one of the most valuable marketing assets.