It’s Time for Auto Maker to Realize It’s a Buyer’s Market

In response to Donald Nauss’ article on Toyota’s low rating in consumer sales satisfaction [“Consumer Retorts,” Sept. 20]: It is said that we block from our memories horrible incidents in our past. Nonetheless, I recall with crystal clarity that awful day, almost eight years ago, when I set out in search of my brand-new Toyota Tercel.

My brother, who accompanied me with great reluctance and under extreme pressure, still does not like to talk about “that day.” He shudders when I bring it up.

We visited six Toyota dealerships in the greater Los Angeles area over an eight-hour period. During that time, we were subjected to all the stress-producing atrocities that have created the negative stereotype of the car salesperson: the “let me run this by my manager” tactic; “for a bit more money I can give you . . . “; “there’s just no way we can do this, but let me talk to my manager again and see what we can work out”; “OK, we have a deal; however, there will be a few added charges.”

At 4 p.m. we touched down at Long Beach Toyota. Refreshingly, we had to search out a salesperson; we weren’t met by three salivating company reps in the middle of the intersection 500 feet from the dealership. I announced precisely how much money I had to spend, the maximum monthly payment I could handle and what I wanted for my money. Within five minutes I had a deal. (The other five dealers called me at home later that evening to offer me their product on my terms--too late. What a stupid way to do business.)

Unfortunately, Toyota of Long Beach is an exception. Hopefully Wayne Huizenga will manage to acquire every Toyota dealership in the U.S. (preferably before I purchase my next car). Then we can all go in, buy a car and not have to waste a day haggling and playing mind games with the salespeople.

Wayne, if I can’t get my next Toyota from you, I will head to the nearest Saturn dealership. Face it, car makers: Power is shifting--it’s a buyer-driven industry now. And there’s plenty of competition.

JUDI A. KESSLER

Santa Barbara