In a move designed to appeal to millennials (a term now used so widely that it has become practically meaningless), Lexus is trying out a negotiation-free price program.

Jeff Bracken of Lexus said, “We know from some of the research that we do that there are a lot of young folks that are not so intrigued by the traditional negotiation process, and even a group of folks that just don’t even want to go in the dealerships.” Finally, the self-professed introverts of the internet have one fewer human interaction to deal with.

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The Lexus press release detailed the brand’s other plans for changing their sales strategy to focus more on “women, millennials, and minorities.” It goes on to say:

To help build better relationships with our female guests…and I can tell you I’ve needed a lot of advice from the women I work along with, including our agencies and diverse internal team members, to create meaningful initiatives that resonate with our buyers. For example, hosting ‘Ladies Night Out’ themed events that provide a relaxing setting to learn more about Lexus vehicle technology.

We also designed events to resonate with women by connecting our dealerships with communities, like: Child Safety Day... Safety for Female Drivers... and Car Seat Installation Days.

As a woman, these events make me want to buy a car... absolutely not at all. But hey, I guess that’s why they make sales and I make videos about remote-control hot dogs:

[via The Washington Post]


Contact the author at nicole.conlan@jalopnik.com.