Like Always: Saturn Still Committed to No-Haggle Pricing

The hot Saturn Sky roadster has prompted some dealers of the famous “No-Haggle” brand to charge a premium for the in-demand convertible. This is a huge no-no for Saturn, a brand that made a name for itself by selling at a flat rate with no negotiations, up or down.

In a recent CNNMoney story, Saturn representatives are adamant that dealers unfairly upping the price on the Sky will be punished. The no-haggle approach is the core of Saturn’s brand identity; one study even stated two-thirds of shoppers prefer to pay a set price.

That’s why you see commercials on TV saying “Like Always, Like Never Before.” The “Like Always” part means no-haggle, the “Like Never Before” part means they actually have a slew of attractive products arriving at dealerships this year.

The old plastic body panels and homely looks may be a thing of the past, but Saturn seems steadfast in keeping customers happy with their one-price mantra.

[Saturn: Secrets of the 'No-Haggle' Price, CNNMoney.com]

Comments

A manufacturer punishing a naughty dealer? I'll believe it when I see it. There is seldom any accountability due to the way our franchise laws are set up in the United States.

What should happen is that the dealers participating in gouging lose all of their allocation of Skies for the next 12 months.