When can you use the terms "invoice" or "cost" in new vehicle advertising?

The term "invoice" or "cost" can be used in new vehicle advertising only when the actual dealer cost is disclosed. This is because transparency in advertising is crucial to ensure that consumers are not misled about the pricing of vehicles. By providing the actual dealer cost, it allows potential buyers to understand the real financial context of the vehicle’s pricing and to make more informed purchasing decisions.

Using these terms without disclosing the actual cost could be deceptive, as it may imply that the buyer is getting a better deal than they actually are. Thus, the regulation emphasizes the necessity for honesty and clarity in advertising practices, which helps to maintain trust in the automotive sales industry. Other contexts, such as special promotions, prices below market value, or comparisons with competitor prices, do not meet the requirement for using "invoice" or "cost" because they do not focus on the actual dealer cost as mandated by advertising regulations.