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Pursuits

Lexus Presses on With No-Haggle Pricing as Dealers Push Back

  • Pilot aiming to attract younger buyers to start at 11 stores
  • `There's nothing simple about this,' Lexus executive says
Lexus logo,

Lexus logo,

Photographer: Akio Kon/ Bloomberg
Updated on

Toyota Motor Corp.’s Lexus luxury division is about one month away from launching a no-haggle pricing experiment that it developed with 11 U.S. dealers who volunteered. A significant number of retailers are unwilling to go along.

“Many of our dealers, philosophically, are opposed,” Jeff Bracken, group vice president and general manager for Lexus, said Thursday ahead of the National Automobile Dealers Association convention in Las Vegas. “They’re saying, ‘You’re wholesale. We’re retail. Stay out of our business.’”