Podcast: 6 Things Dealers Can't Do Anymore

The price you see online should be the price you pay, plus tax and title. In our first episode, our team answers the questions you've sent us on Facebook, Instagram and TikTok about the FTC's push to stop misleading car dealer advertising.

We don't do traditional advertising. Instead, we put that budget into straight answers to the questions our customers ask most. Below are the six tactics we cover, what each one looks like on a real deal, and what to ask so it doesn't happen to you.

The price you see online should be the price you pay, plus tax and title. In our first episode, our team answers the questions you've sent us on Facebook, Instagram and TikTok about the FTC's push to stop misleading car dealer advertising.

We don't do traditional advertising. Instead, we put that budget into straight answers to the questions our customers ask most. Below are the six tactics we cover, what each one looks like on a real deal, and what to ask so it doesn't happen to you.

Meet the panel

  • Christopher Wlette, Owner and COO (host)
  • Anna Kate, Social media manager (asks your questions)
  • Chris Robertson, Sales director, Auto Group
  • Drew Wamble, Sales manager and finance director, Muscle Shoals
  • Derek Cargal, General sales manager, Muscle Shoals
  • Adrien Moon, Customer relations manager, Muscle Shoals

Chapters

  • 0:15 - Welcome and meet the panel
  • 1:30 - Why we're talking about this: the FTC crackdown
  • 3:16 - 1. Prices that only apply if you finance with the dealer
  • 10:04 - 2. Rebates almost nobody qualifies for
  • 15:47 - 3. Advertising cars that aren't there
  • 24:51 - 4. Fees that show up after you arrive
  • 33:51 - 5. Add-ons you didn't choose
  • 39:38 - 6. Paperwork that doesn't match the advertised price
  • 52:36 - Wrap-up: notes from our FTC webinar

Why this matters now

In March 2026, the FTC sent warning letters to 97 dealership groups: the advertised price must be the total price, including every mandatory fee. Only government charges like taxes can be left out.

The laws aren't new. Deceptive pricing was already illegal. What's changing is enforcement, and the FTC has said honest dealers are put at a disadvantage when others advertise prices they won't honor.

The stakes are real. In April 2026, one dealer group settled with the FTC and Maryland's Attorney General for a $3.1 million civil penalty, with refunds that could top $75 million. In a sample of its sales, more than 88% of buyers paid above the advertised price, most by more than $2,000. The group settled without admitting wrongdoing.

1. Prices that only apply if you finance with the dealer

An advertised price can't quietly depend on you using the dealer's financing. Either it's the real price, or the conditions are disclosed up front.

Here's how it plays out: you find a car listed at $60,000, then mention your credit union check or paying cash, and the price goes up. That $1,000 "discount" usually comes back through a higher interest rate. You might qualify for 7% and get written at 12%.

Dealer financing isn't bad by itself. Dealers can often beat your bank because of how many loans they place, and manufacturer offers like a 0% rate for every credit tier are legitimate. The difference is that your price doesn't change either way.

Ask: "Is this price contingent on financing with you?" Anything other than a clear no is a red flag. Get pre-approved first so you know the rate you actually qualify for.

2. Rebates almost nobody qualifies for

An advertised price can't be built on rebates most shoppers can't get.

In the case above, one advertised price required being active military, a firefighter and a first responder at the same time. Nobody walks in as all three, so nearly everyone pays more. The bet is that once you've driven an hour or two, you'll buy anyway.

Real rebates exist. We sell cars every day with military, firefighter and first responder rebates, and they lower your price from what's advertised. They should never be the reason it goes up.

Ask: "Which rebates are in this price, and do I qualify for every one?"

3. Advertising cars that aren't there

If a car is advertised, it has to be on the lot and available at that price.

The classic bait and switch: you drive across town for a specific car, and suddenly it just sold, it's out on a test drive, or nobody can find the keys. Some dealers leave sold cars online because the listing pulls traffic. Then they steer you toward something else until you're worn down.

Sometimes a car really is on a test drive. For a new car, there should be another one like it at about the same price. Older inventory or a prior model year might run $500 to $1,500 cheaper. A $6,000 gap is a red flag.

Do this: Call ahead and ask, "Is this vehicle here, and can I buy it at the advertised price?" Many dealers, including us, will hold a car for a small refundable deposit. Ours is $100.

4. Fees that show up after you arrive

Mandatory dealer fees belong in the advertised price. Only government charges like tax and title should be added on top.

Right before we filmed, one of our salespeople heard from a shopper whose $25,000 car became more than $30,000 at another dealer. Here in Muscle Shoals, that car should land around $25,500 to $25,600 after tax and title. The rest was fees.

Doc fees, "electronic filing" fees and similar charges are dealer profit. You get nothing for them. We've seen fees total $2,800 on a single car.

Fees can also hide inside your trade-in. Say we offer $10,000 for your trade with no fees, and another dealer offers $12,000 but adds $3,000 in fees. Their deal is $1,000 worse, even though the trade number looks better.

Not every dealer charges a doc fee. We don't charge doc fees, dealer prep fees or admin fees, and we haven't for a long time. A deal can be just the price, your trade, tax and title.

Ask: "Is this fee mandatory, and what is it for?" Then compare bottom lines, not trade values.

5. Add-ons you didn't choose

You should always get to choose your add-ons. A dealer can't require extras that aren't in the advertised price.

Add-ons are products: nitrogen in the tires, window tint, paint and fabric protection, GPS trackers. Old-school car folks call it "mop and slop." Some dealers install them before you arrive, so the only way to say no is to shop somewhere else.

One competitor's quote we reviewed charged $200 for nitrogen and $399 for window tint. When we offered nitrogen, we charged $20. On a used car, another shopper found $2,800 added for "reconditioning." Every dealer reconditions used cars, and that cost belongs in the price you see.

Ask: "Which of these are optional?" If you want one, price-shop it first.

6. Paperwork that doesn't match the advertised price

Your final price should match the online price exactly, plus tax and title. No exceptions.

In one competitor's deal we reviewed, the car was advertised at $77,917. The quote showed $78,917 because the discount had quietly shrunk by $1,000. Then came a doc fee, nitrogen and tint, and a combined "taxes and fees" line about $1,300 higher than Alabama tax on that car should be.

Watch both the price and the payment. If the math doesn't add up, call a timeout and ask the finance manager to walk you from the numbers you agreed on to the contract in front of you. A good deal will still be there after you've asked.

When shopping online, read the disclaimer at the bottom of the listing. Mentions of doc fees, addendums, add-ons or conditional rebates are your cue to ask questions.

Before you sign: 6 questions to ask

  1. Is this price contingent on financing with you?
  2. Which rebates are in this price, and do I qualify for every one?
  3. Is this exact vehicle here, and can I buy it at the advertised price?
  4. Is this fee mandatory, and what is it for?
  5. Which of these add-ons are optional?
  6. Does my final price match the advertised price, plus only tax and title?

Got a question for our next episode?

This episode came from your comments, and the next ones will too. Leave a question below or message us on Facebook, Instagram or TikTok. We're already planning deeper dives on trade-ins, financing and leasing, and more real quotes from the wild.

When you're ready to shop, browse our new and pre-owned inventory. The price you see is the price you pay, plus tax and title.

We're car people, not attorneys. Nothing in this episode or summary is legal advice.