Why Do Dealers Put Stickers on Cars: Understanding the Behest of Law and Marketing
The practice of placing stickers on vehicles for sale is a common strategy adopted by car dealerships to enhance visibility and advertising reach. This article delves into the reasons behind this practice, examining both legal requirements and marketing considerations.
Free Advertising and Brand Visibility
For many dealerships, the primary reason for placing stickers on vehicles is to leverage free advertising. As cars often move frequently, they can reach a wide audience simply by being driven and visible on the road. The sticker acts as a form of billboard, as it travels with the vehicle and is seen by many potential buyers who may not have otherwise encountered the dealership’s advertisements.
Moreover, the cost of a sticker is negligible compared to the cost of traditional advertising methods such as radio, TV, and internet ads. By placing stickers on their vehicles, dealers can gain significant exposure with a minimal investment. As one dealer states, ‘Slapping a sticker on the back of your new car doesn’t cost more than the price of the sticker.’ This makes it a cost-effective and efficient marketing tool.
Legal Requirements and the Munroney Sticker
In the United States, there is a legal requirement for new vehicles to have a sticker known as the Munroney sticker. Named after Representative Don Muench ocks??, who spearheaded the legislation, this sticker is also referred to as the MSRP (Manufacturer's Suggested Retail Price) sticker. The sticker is a mandate and provides a wealth of information including the base price, accessories added at the factory, destination charges, and any regional charges. For some dealers, the inclusion of additional stickers is a way to advertise different packages or additional features that the car may have.
However, it is important to note that placing stickers on used cars is less uniform and often driven by dealership preferences. Some dealers may choose to include stickers on used cars, but they are not a legal requirement. In contrast, used cars might often have stickers indicating that they are sold 'As Is' with no warranties, or they may display special prices that are painted on the car.
Removing the Stickers: A Dealer’s Perspective
Many buyers prefer to have the hull decorating stickers removed before purchase. Some dealers, recognizing this preference, can be receptive to such requests. As one dealer states, 'If I go to a dealership and tell them to remove it before I purchase it, they can either remove it right away or charge me for the removal.' This practice respects both the customer's preferences and the dealership's marketing strategies.
It's worth noting that car manufacturers are responsible for placing the mandatory Munroney stickers on new cars. This is done in compliance with federal regulations and is a standard practice in the automotive industry.
Conclusion
The stickers on cars serve multiple purposes, including legal compliance and marketing. For dealerships, they represent a cost-effective way to reach a broad audience, while for buyers, they may represent an unnecessary feature that can be removed. Whether the stickers are seen as promotional material or as legal requirements, their presence on the market reflects a mix of practical and marketing strategies in the automotive industry.