06/17/2026
You don't have to wait on OEMs to comply with the FTC's Deceptive Advertising Act. There's action you can take today.
1️⃣ Audit your pricing. Pull up every unit listing on your site. Does the price include freight and setup? If not, the NPDA's own guidance is clear, advertise the all-inclusive, out-the-door price. No exceptions.
2️⃣ Disclose what varies. Marine especially... if fees shift based on configuration, say so upfront. Spell out what's included and what isn't. The F&I office should never be where a buyer learns about a fee for the first time.
3️⃣ Train your team on the "why." Price transparency shouldn't feel like playing defense. It's a value prop. "We show you the real price upfront because we respect your time and your budget" helps close deals.
None of this requires waiting for manufacturers to restructure MSRP. It requires a website that gives buyers real numbers before they ever walk in... trade values, payment estimates, the works.
That's the difference between a buyer who shows up ready to negotiate fees and one who shows up ready to buy.
Read more here: https://zypr.link/out-the-door