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Dealer board debates online advertising standards and EV pricing displays
Summary
Board members raised concerns about manufacturer and dealer online listings that present a reduced price 'after' incentives, saying such displays can mislead consumers; members also discussed monitoring social platforms and an outreach/education plan to licensed dealers.
Board members devoted an extended portion of the meeting to advertising and online listings, citing examples where a vehicle price shown on a homepage read, ‘‘after federal tax credit and estimated gas payment,’’ which some members said could give consumers the impression of a guaranteed deduction from the vehicle’s list price.
‘‘My only observation is that there's nothing to stop a dealer from saying some off-the-wall gas comparison savings ... and claiming that's somehow a saving,’’ a board member said while urging that advertising should start with the displayed price and then show potential incentives. Another member noted the long-running history of similar issues during prior hearings about direct‑to‑consumer manufacturer models.
Members discussed the practical challenges franchise dealers face in updating online pricing tied to changing manufacturer rebates and incentives and debated an appropriate compliance window. The board settled on a 60‑day ‘get‑well’ outreach and education period before sending enforcement notifications; staff said they would email all licensed dealerships reminding them of advertisement requirements and the board’s expectations.
Board members and a vendor also raised concerns about nondealer listings on platforms such as Facebook Marketplace and Craigslist, where sellers may post vehicles with liens or otherwise misrepresent their status. A vendor offered to provide anonymous mystery‑shopping and monitoring services; board staff said they would follow up to explore cost and scope.
The board did not adopt new formal advertising regulations at this meeting but directed staff to prepare outreach materials and to clarify enforcement guidance for online and manufacturer‑hosted listings.
