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Advertising
Can
a dealer advertise a price for a vehicle which is
available only to employees, for example DCX,
A-Plan or GMS pricing?
Yes.
Advertising a price or payment that is
available only to employees of a particular
manufacturer is permissible.
However, certain disclosures are necessary
to prevent claims that the advertisement is
misleading or deceptive.
First, the fact that you are advertising a
price or payment that is available only to
employees must be disclosed in a clear and
conspicuous manner.
Next, remember that abbreviations such as
“A Plan”, “GMS”, and
“DCX” cannot be used unless you explain
what those terms mean.
For example, an advertisement with a banner
offering “GMS Prices!” must also include a
definition (“GMS prices are available to GM
employees and family”).
The disclosure should be clear, conspicuous
and in close proximity to your offer.
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