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<center><big><big><b><i><font color="#3333ff">Giammalvo Files</font></i></b></big></big></center>
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<p><i><font color="#000000">Mark Giammalvo specializes in driveability
diagnostics </font><font color="#000000">at his family
business, Sam Giammalvo's Auto Sales & Service,
Inc. in New</font> <font color="#000000">Bedford, MA. </font> </i>
</p>
<p><i><font color="#000000">Mark, who has been with the business for
over 20 years, is an ASE Master
Technician and Parts Specialist. He also holds the ASE L1
certification, and has an associates degree in business</font>
<font color="#000000">management. <br>
Mark is also a writer for Motor Age Magazine
and is the past secretary of the Alliance of Automotive Service
Professionals, (AASP).<br>
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<br><big><big><big><b>Whatever The Traffic Will Bear<br>
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<p align="center"><small><i><font color="#000000">(Printed in the Journal
of The Alliance of Automotive Service Providers, AASP) <br>
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</font></i></small></p>
<div align="left"><br>"Whatever the traffic will bear." A wise business statement also sometimes stated as: "Whatever the market will bear." <br>
<br>
My father first educated me on the meaning of these statements years
ago when the Honda Odyssey was first introduced. Back then, in the late
90's, we had gotten word that many dealers were charging 2,000 over the
list sticker price. The Odyssey was new on the block and was a knock
out seller for dealers. As a result, dealers had started asking over
the sticker price and were getting it. Then it was the PT Cruiser when
that made its first debut. We even had a customer that asked us if we
could find one. In specific, he wanted the limited edition and in a
specific color. We found it at a Chrysler dealer in NY. They would not
part with it unless we came up with sticker plus 2,200. We called the
customer and he came up with the money so we had the car shipped up to
Mass. I remember thinking . . . "2,200 over sticker, what a loss he is
going to take some day when he trades that car." Makes sense to me, a
new car purchase at sticker price is a loss as soon as you drive it off
the lot, let alone paying 2,000 more too boot.<br>
<br>
Anyway, back then I could not understand two things: 1). Why would some
people be foolish enough to pay more than sticker? and 2). How
can the dealer charge more than the actual posted sticker price? <br>
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In answer to question number one, my father explained to me that price
is often set at ‘Whatever the market, (or traffic), will bear. In other
words, if supply is limited and/or the item is extremely popular, the
public will pay more to acquire such products. <br>
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In answer to question number 2, the posted price on a vehicle is simply
a ‘MSRP' (Manufacturers Suggested Retail Price). Simply stated, this
price is merely a suggestion for the vender or dealer to go by. This
price is by no means the price that the dealer must charge. <br>
<br>
Back in the 1970's when Toyota was just beginning to blossom, we had a
Toyota franchise. At that time it was not uncommon for Toyota dealers
to add an extra sticker along side the window sticker. This sticker was
known as an ADMU (Additional Dealer Mark-Up). The ADMU was printed to
look like it was part of the factory window sticker. This ADMU listed
extra items that the dealer had installed. Back then a typical ADMU
might read: ‘Pinstripe 150.00, Rustprofing 90.00, winter mats 35.00. A
few extras that added 275.00 to the car's price.<br>
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Although I had not seen these add-on stickers in years, this past week
I again became aware of another use of the ADMU sticker. One of our
customers had just come in showing us the new 2006 Z06 Corvette his
wife had just purchased for him. The Z06 Corvette is a special rare
model Corvette that lists for over 70,000. The customer then pulled out
the window sticker with attached ADMU sticker from the dealer. The
dealer had added on a 20,000 fee for the rarity of the Z06. Our
customer claimed that he haggled on the extra 20,000 markup although he
did not state what price that they finally agreed to. I guess in the
end both the customer and the dealer left the table smiling. <br>
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<img src="wdostkr1.jpeg" title="" alt="Window Sticker 1" style="width: 700px; height: 582px;"><br>
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<img src="wdostkr2.jpeg" title="" alt="Window Sticker 2" style="width: 700px; height: 1170px;"><br>
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