10 Dealership Tactics Designed to Trick Buyers Into Loyalty With Junk Perks
Buying a car is a big deal, and dealerships know it. That’s why they pull out all the stops to keep you coming back—not just for your next car, but for every oil change, tire rotation, and service appointment in between. The problem? Many of the so-called “perks” they offer are little more than dealership loyalty traps, designed to lock you in with flashy but ultimately worthless benefits. If you’ve ever wondered whether those free car washes or “exclusive” memberships are really worth it, you’re not alone. Understanding these dealership loyalty tactics can save you money, time, and a lot of frustration down the road. Let’s break down the top 10 tricks dealerships use to keep you loyal, with perks that might not be as valuable as they seem.
1. Free Car Washes for Life
Who doesn’t love a clean car? Dealerships know this, which is why they often dangle “free car washes for life” as a dealership loyalty perk. But here’s the catch: these washes are usually basic, quick rinses that don’t do much for your vehicle’s long-term appearance. Plus, you’ll often have to wait in long lines or schedule your wash during inconvenient hours. Instead of being a true benefit, this tactic is designed to get you back on the lot, where salespeople can pitch you on new services or vehicles. For a deeper clean, you’re better off visiting a professional car wash or doing it yourself.
2. Complimentary Oil Changes—With a Catch
Many dealerships offer a few free oil changes as part of their dealership loyalty program. Sounds great, right? Not so fast. These oil changes are often limited to a specific type of oil or are only valid at certain times. Some even require you to purchase other services at full price. According to Consumer Reports, independent mechanics often provide better value and flexibility. Don’t let a few free oil changes tie you to overpriced dealership service.
3. “Exclusive” Customer Lounges
Dealerships love to show off their plush customer lounges, complete with free coffee, Wi-Fi, and snacks. While these amenities sound nice, they’re just a way to make waiting for service seem less painful and keep you on-site longer. The goal? To upsell you on additional services or even a new car. Remember, you’re paying for these perks in the form of higher service costs. If you value your time, consider independent shops that get you in and out faster.
4. Loyalty Points That Expire Quickly
Some dealerships have loyalty programs that let you earn points for every dollar spent. The catch? These points often expire quickly or can only be redeemed for overpriced accessories or services. It’s a classic case of giving with one hand and taking with the other. Before you get excited about racking up points, read the fine print and compare the value to what you’d get elsewhere.
5. Free Inspections—That Lead to Upsells
A “free multi-point inspection” sounds like a great way to keep your car in shape. But dealerships often use these inspections to find minor issues and recommend expensive, unnecessary repairs. According to the Federal Trade Commission, getting a second opinion before authorizing any major work is wise. Don’t let a free inspection turn into a costly repair bill.
6. Birthday or Holiday “Gifts”
Getting a birthday card or a small gift from your dealership might make you feel special, but it’s really just a marketing tactic. These gestures are designed to keep the dealership top-of-mind and encourage you to return for service or your next purchase. The gifts are usually low-value items like keychains or coupons for services you may not need. Appreciate the sentiment, but don’t let it influence your buying decisions.
7. “Members-Only” Service Pricing
Some dealerships offer “members-only” pricing on services as part of their dealership loyalty program. However, these prices are often inflated to begin with, making the discount less impressive than it seems. Always compare prices with local independent shops before committing to any service package.
8. Free Tire Rotations—With Strings Attached
Free tire rotations are a common dealership loyalty perk, but they often come with strings attached. You may be required to purchase all your tires from the dealership or schedule rotations at inconvenient intervals. Local tire shops often offer better deals and more flexible scheduling.
9. Early Trade-In Offers
Dealerships love to send out “exclusive” early trade-in offers, promising above-market value for your current vehicle. These offers are often just a way to get you back on the lot and into a new loan or lease. Always research your car’s true value using resources like Kelley Blue Book before considering a trade-in.
10. Free Roadside Assistance—With Limited Coverage
Some dealerships include free roadside assistance as part of their dealership loyalty package. However, the coverage is often limited in scope and duration, and may only apply if you continue servicing your car at the dealership. Compare this to standalone roadside assistance plans, which often provide better coverage and flexibility.
Outsmarting the Loyalty Trap
Dealership loyalty perks are designed to keep you coming back, but most of these benefits are more about boosting the dealership’s bottom line than helping you. By recognizing these tactics, you can make smarter choices about where to service your car and when to walk away from a “deal” that isn’t really a deal. Remember, true loyalty should be earned through quality service and fair pricing, not junk perks.
What dealership loyalty perks have you encountered? Share your stories or tips in the comments below!
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