California Car Dealers Must Honor Advertised Prices — No Exceptions

“They said the price was $21,999 online. At the dealership, it became $25,500 — plus add-ons I never agreed to. Is this even legal?”

A Common (and Costly) Scenario for California Car Buyers

Imagine this: You’re browsing for a used car online. You find a 2019 Honda Civic advertised on a dealership’s website for $21,999. The photos look good, the mileage is reasonable, and the listing clearly states the price and features.

Excited, you visit the dealership the next day. But when it’s time to sign the paperwork, the price has mysteriously jumped to $25,500. The salesperson shrugs and says the online price was “a mistake” or “only applies with dealer financing.” You feel pressured, confused, and unsure of your rights — and you end up signing the deal.

Sound familiar? You’re not alone. And yes — in California, this is likely illegal.

Stories like this happen every day across California. Many consumers later find themselves burdened with high payments, inflated loan terms, and contracts that don’t match what was advertised. And for those with limited English proficiency or first-time buyers, the damage can be even worse.

A San Diego couple reported that they were lured by a $17,500 price listed online, only to leave the dealership with a $24,000 invoice that included several undocumented fees. They didn’t know they could fight back — until a consumer attorney stepped in and voided the deal.

On Reddit, a customer found a used vehicle listed for sale on a dealership’s website at an advertised price of $24,998. After visiting the dealership and test driving the vehicle, the customer informed the salesperson of their intention to pay in cash. At that point, the dealership refused to sell the vehicle at the advertised price. The salesperson explained that the dealership had purchased the vehicle at auction for $31,000 (Reddit.com, 2024).

Online reviews on popular websites such as Yelp and consumer threads on Quora and AVVO are filled with similar complaints. These first-hand accounts serve as warnings — and motivators — for consumers to do their homework and speak up.

Why Dealers Do This (And How They Get Away With It)

Car dealers are in the business of maximizing profit on every sale. Many know that if they can get a customer in the door with a low price, their chances of closing the deal — even at a higher price — go up significantly. This is called the “foot-in-the-door” technique.

Once a buyer is emotionally invested, has test-driven the vehicle, spent hours at the dealership, and visualized themselves in the car, they become more vulnerable to manipulation. Dealers take advantage of this by slowly adding fees, upselling packages, and backtracking on the advertised price.

They may use confusing paperwork, pressure tactics like “this deal is only good today,” or say a manager must approve the sale. By the time the buyer realizes what’s happened, they’re often too exhausted or embarrassed to back out.

Dealers also manipulate the finance and insurance (F&I) stage of the transaction. During this phase, buyers are often hit with surprise “mandatory” fees, aftermarket products, or extended service contracts — which significantly increase the total purchase price without proper disclosure.

One former dealership finance manager, speaking anonymously, revealed in a consumer interview: “We were trained to treat the advertised price as bait. Once someone was inside, the real sale began. Add-ons were not optional unless the buyer fought back hard”.

Worse yet, many consumers don’t know their rights. Dealers rely on this ignorance and the complexity of contract language. Even those who feel uncomfortable often sign anyway because they fear losing the vehicle or feel they won’t be taken seriously if they complain.

Real-Life Examples and Public Complaints

• AVVO: One user posted, they were quoted $19,500 online. After they signed the paperwork and left with the car they reviewed the documents to find the dealer processed the car for $72,000 and the trade in was also marked up to $28,000 (Avvo.com, 2018).
• Quora: A thread titled Is it legal for a dealership to advertise one price and charge another? has dozens of responses from buyers who faced bait-and-switch tactics (Quora.com, 2020).
• Class Action Suit: In 2019, a major dealership group in California settled a class-action lawsuit alleging it had engaged in deceptive advertising practices. Plaintiffs claimed the dealership routinely posted fake prices online to lure in buyers, then used high-pressure tactics to upsell. (Bob Bonta Attorney General, 2019).

These aren’t just anecdotes — they’re patterns. And they point to an industry that too often puts profit over fairness.

Additional Consumer Reviews That Reveal the Pattern

• One user on Edmund’s forums shared: I showed them the online ad, and the finance manager said, that’s just to get you in the door, the real price includes dealer prep and doc fees (Edmunds.com, 2011). 
• On the Better Business Bureau site, a customer wrote: The dealership wouldn’t honor the TrueCar certificate. They claimed their website hadn’t updated yet, even though it was their listing (Better Business Bureau, 2025).
• A Facebook Marketplace buyer said: I brought the ad with me and they told me the price ‘was a typo.’ They tried to upsell me into a car $6,000 more. I walked out.

These recurring stories show the problem is not isolated — it’s industry-wide.

When Dealers Claim “Error Disclaimers”

Some dealerships will argue that the advertised price was a “mistake” and point to a disclaimer — usually buried in fine print — stating that they are not responsible for errors in pricing.

While disclaimers can offer some legal protection in very narrow circumstances, California law still prohibits bait-and-switch tactics. If the advertised price was prominently displayed without any clear and conspicuous condition that it only applies under certain terms, that price must be honored.

California courts have ruled that general disclaimers cannot shield dealers from liability for intentionally misleading advertising. The key question is: Was the price displayed in a way that would mislead a reasonable consumer?

If so, the disclaimer won’t save the dealer from a complaint or lawsuit. Always keep a copy of the full ad, including any small print, to evaluate whether the terms were clearly and lawfully disclosed.

How Online Tools and Algorithms Make It Worse

Many dealerships use dynamic pricing tools that adjust vehicle prices based on demand, inventory levels, or online shopper behavior. These tools can lead to rapid changes in online ads — and confusion for consumers who try to lock in a price they saw hours or days earlier.

Some dealerships intentionally use these tools to show lower prices on third-party sites like CarGurus or TrueCar, only to increase the price once a buyer clicks through or contacts them. This practice blurs the lines between legitimate inventory management and deceptive advertising.

Furthermore, some dealers employ “clickbait pricing” — listing below-market prices that include fine-print requirements like dealer financing, trade-ins, or large down payments. If those conditions weren’t made obvious, the pricing may still be illegal.

This is why checking the ad before and after your purchase — and saving it — is essential. If you later learn the ad was changed or removed, you still have proof of what was offered.

How to Protect Yourself — Before and After the Sale

1. Always Save the Advertisement

Take screenshots of the price, vehicle description, VIN, website URL, and date/time from the dealer’s website or any third-party listing. Ads can change or disappear — your screenshot is your proof.

2. Confirm the Price in Writing

Before heading to the dealership, get an emailed or texted price quote. Ask that the VIN be included in the message.

3. Bring a Witness or Record Your Visit

California requires both parties to consent to recording. If possible, ask permission and record the pricing discussion — or bring a trusted friend or relative.

4. Double-Check the Final Paperwork

Compare every line item and make sure no surprise packages or fees were added. Decline anything you didn’t agree to in writing.

5. Re-check Ads After the Purchase

Even post-sale, you should revisit the dealership’s website and third-party listings. Use tools like the Wayback Machine or Google Cache if the ad has been removed. This step is critical — many consumers discover they were charged more than advertised only after finding the same listing again.

Legal Remedies and Enforcement Options

Under California Vehicle Code Section 11713.1(e), it is illegal for a dealer to advertise one price and then refuse to sell at that price without lawful justification.

The California Business and Professions Code outlaws misleading or false advertising. The Consumer Legal Remedies Act also bans unfair or deceptive pricing.

Violations may entitle consumers to:

• Full contract rescission (cancellation)
• Monetary compensation
• Attorney fees and court costs
• Statutory damages

Consumers can file complaints with:

• California DMV Investigations Division
• California Attorney General’s Office
• Better Business Bureau
• Federal Trade Commission (FTC)

Frequently Asked Questions (FAQs)

Can a dealer legally raise the price after I agree to the ad?

No. Once you agree to purchase at the advertised price — especially if no conditions were clearly disclosed — the dealer must honor it. Raising the price violates California consumer protection laws.

What if the dealer says it was a pricing error?

Unless the error was obvious (like a $40,000 car listed for $4,000), they still have a legal obligation to honor the listed price. Generic disclaimers are not a defense for deceptive advertising.

Can I cancel the deal if I was misled?

Yes. If you can show that you were charged more than the advertised price without your consent or proper disclosure, you may be entitled to cancel the contract and recover your money.

Do I need a lawyer to fight this?

Not always, but it helps. Some consumers file DMV complaints or small claims actions successfully. However, a consumer protection attorney can evaluate your case and increase your chances of success — often without upfront fees.

What evidence do I need to prove the dealer sold a vehicle for more than the advertised price?

There are several documents that are needed but here are two key documents. (1) You need the purchase contract. The purchase contract will show the price you paid for the vehicle and (2) a copy of the advertisement showings the lower price will be helpful. Oftentimes, we are able to find the advertisement but its better if you can provide us with one.

Conclusion

Car dealers in California are required by law to honor the advertised price — no matter what excuse they offer. Don’t fall for pressure tactics, fake add-ons, or “error disclaimers.”

If you were charged more than what was advertised, you may be entitled to cancel the deal and recover damages. Document everything, act quickly, and speak with a consumer attorney. We help Californians fight back against illegal dealer practices. Call us, The Law Office of Paul Mankin, APC, now for a free consultation/evaluation.  1-800-219-3577.

Disclaimer: This article provides general information and does not constitute legal advice. For personalized guidance, consult a licensed California attorney.