What all car buyers need to know

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You may not believe this, but many people don’t know how to read stickers on car windows. I first noticed it while showing my car to a customer, and he walked over to the window sticker and pointed to the base price. This is usually in the upper right corner and I asked, “Is this the price?”

“No,” I replied. “You will need to add all the options listed below. Also, you will be billing your destination. Prices are below here.”

Now I don’t think he was playing stupidly trying to lower my price (it’s always a possibility). I don’t think he really knew. And after several more years and a few more people asked me the same question, I realized this is a common problem.

Sometimes called Monronney after the Oklahoma Senator who created it in the 1950s, but the car window sticker is a great documentary. It includes almost everything you need to know about the car you are thinking of buying. The interesting thing is that not only do many customers don’t know how to read, but salespeople often avoid showing them. I think this is because the prices are displayed. But in my opinion, that’s wrong. Because that’s because the sales points are loaded.

Car window stickers list all the standard features of all cars as well as options or additional equipment added by the manufacturer. Also, government crash test ratings, average fuel economy, annual fuel cost, smog ratings, vehicle creation, percentage of parts from the US, what is the warranty, how much it costs manufacturers to deliver the vehicle to the dealer, VIN (vehicle identification number), Manufacturer’s Proposed Retail Price (MSRP). The only thing window stickers don’t tell you is the dealer’s cost and how much you pay after all the hugglyns have been made.

About MSRP and other information

Like crazy, I have let my clients ask if MSRP is something they pay after taxes and fees. However, taxes and fees vary from state to state and county, so manufacturers were unable to know about it. It is also important to remember that MSRP is exactly what it says: the proposed retail price. This means that the manufacturer thinks the dealer can sell the vehicle. However, dealers can sell their vehicles for less or more if they feel that the market is justifying it. Finally, MSRP is not a fake or “constitution” number, but a product of many research by manufacturers.

It’s one of the most difficult documents you come across, as so much information is packed into window stickers. All brands’ window stickers have slightly different designs, but are usually divided into two parts. One side provides general information about the vehicle, including fuel economy and crash test assessments conducted by the NHTSA, or national highway transportation and safety management, which allocates multiple stars to each vehicle. If you see a sticker without a star, it doesn’t mean that the vehicle is unsafe. That means that a particular model has undergone a new or recent major redesign, and the government has yet to have time to test it.

Detailed product information can be found on the other side of the window sticker. Usually this is divided into sections, with one section showing all the standard equipment that the vehicle has with it, including engine type, transmission, brakes, and safety features. This is where you know if your car has blind spot detection (or blind spot monitor) or any other important features you are looking for.

Trim level monitoring and ADM

That side is sometimes placed in a separate column, and also shows options added to that model, such as two-tone paint and towing packages. Things get a little harder here. All manufacturers have what they call trim levels, such as base, premium, limited, and tours. Some brands use letter combinations such as S, SE, and SEL. The best way to understand trim levels is like a donut. There are things that are plain, flashy, and far more flashy and flashy than you can afford.

Each trim level comes with a set of standard features such as fabric and leather upholstery, four- or six-cylinder engines, and manually adjustable seats or power seats. But just to confuse things, many manufacturers add individual or optional packages to the trim level using flashy names such as the ultimate comfort package, such as the moonroof, upgraded audio system, automatic reduction mirrors, bumper covers, and gold-plated with-geebit. So, we’re comparing two vehicles with the same trim level and both look essentially the same, but the prices are different. This part of the window sticker tells you why.

One warning. Some unscrupulous dealers create fake borders around window stickers that resemble typefaces, graphics and colors in every respect on the manufacturer’s stickers. This boundary lists additional items such as special coatings, wheel locks, and adjusted dealer markup. These are the dealer-added additions, but they look like they are part of the manufacturer’s stickers. They aren’t.

Think of window stickers as your secret weapon. Most dealers have links on their websites to each of their new vehicle window stickers. All you have to do is click on it. If you can read it, you can become an expert on the vehicle you are thinking of. Long before I stepped into the car.

Photo by the manufacturer, illustration by Alan Muir

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