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Anonymous
OEM - Sales
June 24, 2026 - 00:18

Three price increases planned for this year instead of the usual two. I appreciate the candor but what that language actually describes is OEM leadership watching the affordability math break down in real time and still pulling the trigger on more price action. The people playing the game of chicken are not the ones sitting in Plano. They are the field reps and the dealer salespeople who have to look a customer in the eye and explain why the vehicle costs $3,000 more than it did last year. We are not playing chicken. We are the ones getting hit. When the OEM absorbs some of the tariff cost that is the right call. When it passes it through and calls the decision strategic it is something else.

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Anonymous
June 24, 2026 - 00:28

Toyota absorbs some tariff cost and survives. I miss a monthly number because a customer could not close on a payment that was $80 higher than it was three months ago and I eat the draw. That is not a game of chicken. That is an OEM choosing its margin comfort level and dealers absorbing the retail consequences with no input and no offset. Three price increases in a year on top of the RAV4 allocation disaster. I am done pretending this is a partnership.

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