Porsche was interested in the price variability of their direct sold cars – as many dealers are somewhat flexible when it comes to the actual selling price. Furthermore it was of interest to see how competitors (Daimler, BMW, Audi, etc.) dealt with the aspect of pricing ‘flex’.
Well trained mystery shoppers looked to purchase a premium vehicle, with their aim being to receive an official offer. During the negotiation process it was possible to ascertain how price flexibility was handled by dealers.
Porsche was able to gain illumination on the pricing models being operated by their own and other dealers. This knowledge being crucial for setting strategic pricing thresholds.
