Why We Price Vehicles To Market
WHY WE PRICE VEHICLES TO MARKET
Fair. Competitive. Transparent.
At Doherty Ford, we believe today's customers deserve straightforward pricing based on real market conditions.
Whether you're shopping for a Ford F-150, Bronco, Explorer, or a pre-owned vehicle, our goal is simple:
- Provide detailed information
- Provide extensive photos
- Provide competitive market pricing
Priced To Market Since Day One
Not priced high to encourage hours of negotiation.
Not priced low with hidden surprises.
Priced to compete in today's marketplace.
Similar To Selling A Home
When a real estate professional determines the value of a home, they don't guess.
They compare:
- Similar homes
- Location
- Features
- Condition
- Supply and demand
- Recent sales activity
Vehicle pricing works the same way.
Before we establish a selling price, we review comparable vehicles in the current marketplace, taking into consideration:
- Mileage
- Equipment and options
- Vehicle condition
- Vehicle history
- Market availability
- Regional demand
- Reconditioning investment
The result is a price designed to compete in today's market.
How We Price Our Vehicles analogy:
Real Estate CMA
Comparable homes → Market Value
Doherty Ford Market Analysis
Comparable vehicles → Market Value
The Vehicle Pricing Journey
VEHICLE ARRIVES
↓
INSPECTED BY OUR SERVICE TEAM
↓
RECONDITIONED & DETAILED
↓
PROFESSIONALLY PHOTOGRAPHED
↓
RESEARCHED AGAINST COMPARABLE VEHICLES
↓
CURRENT MARKET CONDITIONS REVIEWED
↓
COMPETITIVE SELLING PRICE ESTABLISHED
↓
DOHERTY DISCOUNT APPLIED
↓
PRICED TO MARKET
Just as a real estate professional compares similar homes to determine market value, our team compares similar vehicles to establish competitive pricing in today's marketplace.
What Makes A Vehicle Sell In Today's Market?
Consumers often ask why one vehicle sells immediately while others do not.
In our experience, there are three key factors:
1. Detailed Information
We believe customers deserve more than a generic vehicle listing.
Many of our vehicles include descriptions highlighting:
- Ownership history
- Service history
- Vehicle condition
- Recent maintenance
- Reconditioning completed
- Notable features and equipment
2. Professional Photography
Photos matter.
A lot.We routinely provide dozens of photos so our customers can evaluate a vehicle before ever visiting our dealership.
We believe the more information a customer has before arrival, the better their experience.
Here is an example of typical photos for a pre-owned vehicle:
Show:
- Exterior photos
- Interior photos
- Wheel photos
- Tire photos
- Cargo area
- Engine compartment
Many vehicles include 50-60+ photos.
3. Competitive Market Pricing
Perhaps the most important factor of all.
Today's customer can compare vehicles across:
- CarGurus
- AutoTrader
- CARFAX
- Kelley Blue Book
- Dealership websites
Vehicles that are significantly overpriced simply don't generate the same level of consumer interest.
That's why we focus on pricing vehicles competitively from the beginning
Our team evaluates market data and comparable vehicles when pricing inventory.
Every vehicle is evaluated before final pricing is established.
Understanding Our Pricing Structure
Many customers notice both a Starting Price and a Sale Price listed on our website.
Here's why.
When a vehicle first arrives at our dealership:
- It must be inspected
- It may require maintenance
- It may require detailing
- It may require body shop repairs
- It may still be going through our reconditioning process
As that process is completed and our total investment becomes known, we establish a competitive market-based selling price.
Our advertised sale price is designed to reflect:
- Vehicle condition
- Equipment
- Market data
- Reconditioning investment
- Current market demand
Our Commitment To Customers
At Doherty Ford we believe buying a vehicle should be:
- Transparent
- Informative
- Efficient
- Competitive
Rather than relying on inflated pricing and lengthy negotiations, our focus is to provide vehicles that are competitively positioned in today's marketplace while giving customers the information they need to make an informed decision.
Since 1948, that commitment has helped generations of customers buy with confidence.
How can we help?
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-
Doherty Ford
4223 Pacific Ave
Forest Grove, OR 97116
- Sales: (503) 357-3114
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