Good discussion guys!!
This issue is sooooooo complex as to almost be impossible to explain here accurately. To start with, the manufacturer of a product can set and MSRP but can not issue a decree stating that you have to sell for that. That's illegal and the Federal Government would have an anti-trust suit against you so fast it would make your head spin!!
"How does Saturn do it?" you ask. Well, I'm actually quite qualified to answer that question as prior to my involvement with Lexus, I was a General Sales Manager for two different Saturn Retailers. The short answer is they don't sell all the cars at sticker price nor are they forced to by the manufacturer. The "Retailers" have simply agreed that they will sell the cars for MSRP, no more, EVER and that they understand they CAN sell for less if they want to. That's what keeps the Feds out of it. The fact that they can sell for less if they want to.
In the beginning there was a ton of controversy surrounding this issue with Saturn and the Feds did investigate and found no collusion existed because the stores could sell for less if they wanted to, the manufacturer did not FORCE them to sell for MSRP or penalize them if they didn't. The key to making it work was that the Retailers just kind of all decided to stick to it for the most part. There were some places in the country where they didn't and still don't but it's kept pretty quiet and those Retailers are less than popular at gatherings of Saturn folk!! Another good example is Apple Inc. Have you ever seen an Imac or Ipod on sale ANYWHERE, even WalMart? Nope, and you won't either.
Aside from having a committed dealer group, you need to have a manufacturer who agrees and understands that they have to be much better at keeping supplies just slightly less than demand. Apple gets that, Saturn gets that, Toyota/Lexus DON'T for the most part.
As to dealers not wanting it because they can't compete for the business....I disagree. I would love to compete against other makes and my fellow Lexus stores based on SERVICE, not on price. If fixed pricing were to EVER happen, we would all have to shift our focus from price to building value in our product and ourselves and we could no longer use the crutch of low price to make up for lack of knowledge or lack of expertise as we do now. The side benefit to this would be that the customers would see a marked improvement in the level of service they would get as we would all have to up our game substantially.
I think that covers most of it......heck I've been typing so long now with interruptions, I forgot all the points I wanted to make!!! :-)