Truth in Advertising
George Martel, the Chief Operating Officer of Woburn Toyota, notes in his new radio commercials that all dealers pay the same price for their new Toyotas and that his dealership is dedicated to advertising in a clear and understandable manner.
Apparently he finds the advertising of Boch Toyota to be deceptive. Ernie Boch Jr, of Boch Automotive Enterprises, says in their advertising that “Nine times out of ten I can sell you a new Toyota for less, because our costs are less. We have no mortages and pay cash for our new Toyotas.”
Apparently George thinks that the price of raw materials (Toyotas) is the only expense that a business has that affects the final price of the new Toyota. I’m not sure that I would actually want to buy a Toyota from a company that thinks customers are that stupid, even though they may be right.