Dealer Spike launches all-in pricing tool for dealership websites
Dealer Spike has launched Price Box, a website feature that displays a single advertised price for each unit with freight, setup and other fees itemized beneath it. The tool is available at no additional cost to dealers using Dealer Spike websites.
Announced Oct. 27, Price Box displays pricing on inventory listing and vehicle detail pages. Dealers can configure base prices, freight, setup, documentation fees and discounts, with settings managed at the store or individual-unit level. For many powersports dealers, the challenge is practical: OEM suggested retail prices typically exclude freight and setup, leaving dealerships to reconcile those charges unit by unit and explain the difference to shoppers.
That explanation often needs to happen outside showroom hours. According to Dealer Spike’s State of the Dealer: 2026 report, 54.06% of dealer website traffic occurs outside business hours. The report also finds that dealers with the fastest inventory turnover display pricing on 83.30% of their units, suggesting a connection between visible pricing and faster sales.
“The price is the price. Shoppers want to see it, and dealers want to show it,” says Nasi Jazayeri, CEO of Dealer Spike. “Dealers didn’t create the gap between MSRP and what a buyer pays, but they’re the ones explaining it. Price Box does that math on the website, based on how each store already prices, at no added cost. Our dealers asked for this, and they helped build it.”
According to the company, Price Box works with any dealership management system, drawing fees from native fields, including those in Lightspeed DMS, or dealer-created custom fields. Dealerships without a DMS can use store-level defaults or enter fees for individual units. Other capabilities include optional MSRP or dealer retail reference pricing, a savings display and a live preview that lets dealers review changes before publishing them.
Dealer Spike says dealers tested Price Box on live websites before launch, with their feedback helping shape the released version. The company plans further updates based on dealer input.
“When dealers show the whole price, customers get a cleaner, more honest buying experience, and they don’t feel blindsided when they walk in the door,” says Mark Sheffield, a Dealer Spike adviser with Woods Cycle Country. “Dealers stop defending a broken pricing structure and get back to selling.”
Dealer Spike says Price Box is designed to support pricing transparency and OEM advertising requirements. Dealers remain responsible for determining whether their advertised prices and disclosures meet applicable requirements.
