By: Merilee Kern, MBA

Car buyers are routinely told that price differences come down to timing, negotiation skill, or local market conditions. A recent investigation by CarEdge highlights something that might be more troubling. When the same truck, with essentially the same MSRP, results in a five-figure swing in the final out-the-door price based solely on which dealership responds, the issue is likely not strategy. It may reflect systemic dysfunction.

To test how the modern car-buying process actually works in practice, CarEdge deployed its AI shopping agents to contact 100 Ford dealerships nationwide. Each dealer received the same request for the out-the-door price on the same truck. The vehicle was identical. The MSRP varied only within a few hundred dollars. The buyer profile was the same in every inquiry. The only variable was the dealership itself.

What happened next helps explain why so many consumers feel the car-buying process is problematic. It also sheds light on why public reaction to the findings was immediate and widespread, as exemplified by an X post detailing the experiment that has already surpassed 700,000 views. A full YouTube video breakdown of the effort has generated more than 200,000 views. The response wasn’t shocking but rather reflective of recognition.

The out-the-door prices for the same truck ranged from $53,402 to $70,410. That is a discrepancy of $17,008 for a nearly identical MSRP vehicle. For consumers, this is not a minor difference. It could represent thousands of dollars in additional cost that may have little to do with the vehicle itself.

As CarEdge CEO Zach Shefska explains, the biggest takeaway from the exercise seems to be clear. The problem is not the car. It is not the manufacturer. The problem appears to be the lack of price transparency at the dealer level. If this is what happens when 100 dealers are contacted with identical requests, the experience of the average buyer, who contacts only three to five dealerships, might be far worse.

The price gap was not driven by vehicle differences. Fees and add-ons were another story entirely. Dealers routinely layered on charges that varied widely and were not standardized in any meaningful way. These add-ons created confusion, obscured true pricing, and inflated the final cost for buyers who believed they were comparing similar offers.

During the outreach, CarEdge identified several recurring dealer tactics. Many dealerships refused to provide pricing over email. Others advertised discounts that were offset by considerable hidden fees. Mandatory add-on packages were presented as non-negotiable. Some dealers applied rebates that buyers did not qualify for. Others stopped responding altogether after initial contact.

Every dealer contacted ultimately fit into one of five categories. Transparent and fair. Phone call only. Add-on junk fee machine. High pressure. Or ghost. The largest group was not transparent.

To be fair, a small number of dealers were surprisingly honest. Their pricing was clear. Communication was straightforward. There were no games and no pressure. These dealers do exist. They are simply difficult to find. Traditional car search websites often fail to surface them because those platforms reward artificially low advertised prices with best deal labels, even when those prices do not reflect real out-the-door costs.

CarEdge documented everything. Emails. Prices. Fees. Screenshots. The data paints a consistent picture. Consumers are navigating a system where meaningful price comparison is challenging without extensive effort, persistence, and experience.

The implications extend beyond individual transactions. When transparency is optional, competition can break down and bad behavior might be rewarded. Consumers could lose confidence. Trust could erode. And buyers may routinely overpay without realizing it.

Spending more than fifty thousand dollars on a vehicle should not require detective work. Until price transparency becomes standard rather than optional, consumers are likely to continue losing. The CarEdge investigation makes one thing undeniable. The system is not broken by accident. It is broken by design.

Merilee Kern, MBA, is a highly regarded brand strategist and analyst who reports on cultural shifts, trends, and notable industry leaders across both B2C and B2B sectors. Her work covers a broad range of categories, including field experts, thought leaders, brands, products, services, destinations, and events. As Founder, Executive Editor, and Producer of The Luxe List, Merilee is a respected voice in the business, lifestyle, travel, dining, and leisure industries. She stays attuned to the market, discovering innovative must-haves and unique experiences at all price points. Her work reaches millions worldwide through broadcast TV (including her own shows and numerous others on which she appears) as well as a variety of print and online publications. Connect with her at www.TheLuxeList.com / Instagram @MerileeKern / Twitter @MerileeKern / Facebook @MerileeKernOfficial / LinkedIn @MerileeKern.