|(a) When featuring an advertised sale price of a new
or used motor vehicle, the dealer must be willing to sell the vehicle
for such advertised price to any retail buyer. The advertised sale
price shall be the price before the addition or subtraction of any
other negotiated items. The only charges that may be excluded from
the advertised price are:
(1) any registration, certificate of title, or license
(2) any taxes; and
(3) any other fees or charges that are allowed or prescribed
(b) A qualification may not be used when advertising
the price of a vehicle such as "with trade," "with acceptable trade,"
"with dealer-arranged financing," "rebate assigned to dealer," or
"with down payment."
(c) If a price advertisement discloses a rebate, cash
back, or discount savings claim, the price of the vehicle must be
disclosed as well as the price of the vehicle after deducting the
(1) If an advertisement discloses a discount savings
claim, this incentive must be disclosed as a deduction from the manufacturer's
suggested retail price (MSRP). The following is an acceptable format
for advertising a price with a discount savings claim.
(2) If an advertisement discloses a rebate, this incentive
must be disclosed as a deduction from the advertised price. The following
is an acceptable format for advertising a price with a rebate.
(3) If an advertisement discloses both a rebate and
a discount savings claim, the incentives must be disclosed as a deduction
from the MSRP. The following is an acceptable format for advertising
a price with a rebate and a discount savings claim.
(d) In the event that the manufacturer offers a discount
on a package of options, then that discount should be disclosed above
or prior to the MSRP with a total price of the vehicle before option
discounts. The following is an acceptable format.
(e) If a rebate is only available to a selected portion
of the public and not the public as a whole, the price should be disclosed
as in subsection (c) of this section first and then the nature of
the limitation and the amount of the limited rebate may be disclosed.
The following is an acceptable format.
(f) Advertising an "Internet price," "e-price," or
using similar terms that indicate or create the impression that there
is a different or unique sales price for an on-line or Internet consumer
or transaction is prohibited.