Price transparency is becoming the standard. The FTC has taken a firm position on price transparency in the auto dealer industry, requiring advertised prices to include all additional optional fees. The agency is also increasing scrutiny of other consumer-facing industries, and RV dealers may face similar attention soon. Although RV dealers are exempt from the CARS Rule, they can still be held liable for unfair or deceptive practices. Hiding additional fees in disclaimers or failing to disclose specific amounts may expose RV dealers to FTC investigations, penalties, and lawsuits.
Many large dealer groups are already adapting to these regulations, using “no hidden fees” marketing to build trust and credibility with customers. Some dealers worry they lose valuable online space when their listed price appears higher than competitors that exclude fees, even though those competitors may end up charging more in the final contract. Consumers are growing tired of that practice, and as they become more aware of hidden fees, they are more likely to choose dealers that are upfront and transparent.
Now is the time to review your advertising practices, move fee disclosures out of the fine print, and present all costs clearly upfront. Your clients will appreciate knowing the full price of the unit before reaching the final paperwork.