A dealer must sell vehicles at the lowest advertised price. Even if you did not see the advertisement, the dealer cannot sell a vehicle for more than the lowest advertised price. Dealers will make up all kinds of excuses to increase the price - “It has a protection package installed;” “We added pinstriping;” “That is the cash price only;” “That price does not include. . .” This is illegal. If you bought a vehicle for more than the price you saw, or find out later that the dealer had the vehicle advertised for lower, the dealer broke the law.