The FTC just put 97 dealership groups on notice over pricing practices, making one thing clear: The price in the ad should be the price a customer can actually buy the car for. No surprises. No math problems. For stores that have leaned heavily on price-led marketing, this creates a real shift. Because when pricing has to be clean and consistent, it can’t carry the whole message anymore. That’s where brand comes in. Why your store. Why your process. Why customers trust you. The dealers who adapt quickest here won’t just stay compliant. They’ll stand out. Watch the full episode at the link in our bio.