From a Wall Street Journal news article about how some new-car dealers are selling cars for prices significantly higher than the manufacturer's suggested retail price:
Some dealers say they avoid asking for more than the sticker price because it can be a turnoff for buyers and hurt existing customer relationships.
"It's a short-term benefit for a long-term detriment," said Earl Stewart, a Toyota dealer in Florida. "You might sell them one car today, but you won't ever sell them another car," he said.
This desire to do well by customers today to earn repeat business in the future is such a strong, positive, and underappreciated force. Not all business owners think or behave that way, but more do than capitalism's critics often acknowledge. Earl Stewart's LinkedIn profile says he has been president of Earl Stewart Toyota from November 1975 to present, or 45 years and 8 months, and says, "My three sons, Stu, Jason, Josh and my wife Nancy work with me to make Earl Stewart Toyota the best car dealership on the Planet."