Ford just made its pricing strategy your problem. When an OEM makes its lowest price the public price, it resets every customer expectation at the door. Your customers don't differentiate between a factory incentive and your dealership's pricing structure. They just hear 'discount' and expect you to match it, on new and used. This is a defense scenario. You can't control the OEM, but you can control your response. It’s time for a huddle with your GSM and sales managers. Don't get caught flat-footed by a press release. The best time to have a pricing strategy was yesterday. The next best time is now. Watch the full episode at the link in our bio.