In advertisements, which phrase may a dealer or salesperson legally reference?

The phrase "Dealer invoice price" can be referenced legally by a dealer or salesperson in advertisements. This term refers to the amount that a dealer actually pays the manufacturer for a vehicle before adding their markup. It provides transparency to potential buyers and helps set a reference point for negotiations between the dealership and the customer. The dealer invoice price is factual and can be verified, which is crucial for complying with advertising regulations that demand accuracy and honesty in marketing communications.

On the other hand, phrases like "Manufacturer's suggested retail price," while often used in advertising, typically refer to a guideline but can lead to misunderstandings about pricing due to their suggestive nature. "Wholesale pricing" can be ambiguous and may not convey the full context of the transaction, as it might imply a different market level. "Customer appreciation pricing" is a marketing term that may imply special discounts or offers but lacks a standardized definition, making it less reliable and potentially misleading. Therefore, focusing on the factual basis of the dealer invoice price makes it the safest and most compliant choice for advertisements.