Walk through most car dealerships and you'll see price stickers on every windshield.
Walk through Frank Myers Auto Maxx and you may notice something different.
That's not an accident.
It's because the way vehicles are valued has fundamentally changed and Frank Myers Auto Maxx believes customers deserve pricing based on today's market, not yesterday's sticker.
That's why the dealership recently launched Market Pulse Pricing™ powered by PricePulse™ Technology.
There was a time when pricing vehicles was relatively simple.
Dealers relied on printed book value guides that were updated once a month. The market moved slowly enough that a vehicle's value in June was likely very close to its value in July.
That world no longer exists.
Today's vehicle market behaves more like the stock market than the automotive market of twenty years ago.
Vehicle values can move daily, hourly, and sometimes even minute by minute based on:
"The value of a vehicle on Monday may not be the same value on Tuesday," says Frank Myers Auto Maxx owner Tracy Myers, CMD. "Sometimes it changes faster than that."
Traditional pricing creates a problem.
If a dealership places a price on a windshield and market conditions change overnight, one of two things happens:
The customer may pay too much for the vehicle.
Or the dealership absorbs the loss and is forced to recover it somewhere else.
Frank Myers Auto Maxx believes neither option is fair.
"We don't want customers paying yesterday's number if the market says the vehicle is worth something different today," Myers explains. "The goal isn't to protect us from the market. The goal is to protect customers from inaccurate pricing."
Most consumers are already familiar with dynamic pricing.
Airlines use it.
Hotels use it.
Ride-sharing companies use it.
Even concert tickets and sporting events adjust pricing based on supply and demand.
Market Pulse Pricing™ works similarly, but with one important difference.
"It's not designed to maximize profit," says Myers. "It's designed to maximize fairness."
The dealership continuously monitors current market conditions using PricePulse™ Technology to help ensure customers receive pricing based on current market realities rather than outdated information.
PricePulse™ Technology is the engine behind Market Pulse Pricing™.
The system continuously analyzes current market conditions and pricing trends to help Frank Myers Auto Maxx determine what vehicles are worth in today's market, not what they were worth last week or last month.
The result is pricing that adjusts with the market rather than ignoring it.
Frank Myers Auto Maxx says the purpose of Market Pulse Pricing™ is simple.
"Our goal isn't to have the highest price or the lowest price," Myers says. "Our goal is to make sure our customers never pay the wrong price in an ever-changing market."
That philosophy ultimately led to the creation of the program's guiding principle:
Fair pricing shouldn't depend on when the sticker was printed. It should depend on what the market says the vehicle is worth right now.
Frank Myers Auto Maxx has spent more than 35 years helping customers throughout Winston-Salem, the Triad, and beyond find transportation solutions that fit their needs and budgets.
Market Pulse Pricing™ powered by PricePulse™ Technology is simply the latest example of the dealership's commitment to innovation and transparency.
