Steele Standard

Online Price. In-Store Price. One Honest Price.

Some dealerships advertise a low price online to get your attention, then change the numbers when you arrive. Additional dealer packages, mandatory accessories and unexpected fees can turn an attractive offer into a very different deal.

That is not how we do business.

With the Steele Standard Price Promise:

  • The vehicle price shown online is honored in-store.
  • We do not add hidden dealer fees to the advertised price.
  • You will not be required to purchase unwanted dealer products to receive the advertised price.
  • Applicable incentives and qualifications are clearly identified.
  • Taxes, title, registration and government-required charges are shown separately.
  • Optional protection products and accessories remain your choice.

You should be able to shop confidently before you ever visit the dealership.

No Hidden Dealer Fees

The advertised price should mean something.

We do not use surprise dealer fees to increase the vehicle price once you begin the purchase process. We clearly separate the agreed vehicle price from applicable taxes, title, registration and government-required charges.

You will not arrive expecting one price and discover another because of an unexplained dealer package or last-minute dealership fee.

That is the Steele Standard.

No Mandatory
Dealer Add-Ons

Accessories and protection products can add real value when they fit your needs-but they should not be used to disguise the actual price of a vehicle.

We will explain available options and answer your questions, but the choice is yours. We do not require you to purchase an unwanted appearance package, protection plan or aftermarket product simply to qualify for the advertised vehicle price.

If a vehicle already includes installed equipment, it will be identified as part of the vehicle and its pricing.

Clear Incentives and Discounts

Manufacturer incentives can vary based on the vehicle, purchase method, location and customer eligibility. When an advertised price includes a conditional incentive, we work to identify that condition clearly.

Our team will help you understand:

  • Dealer discounts available to everyone
  • Manufacturer rebates
  • Financing incentives
  • Lease incentives
  • Loyalty or conquest offers
  • Military and first-responder programs
  • Other eligible programs

We will review the available options with you so you can understand how your final price was calculated.

What Is Not Included in the Vehicle Price?

The Steele Standard Price Promise applies to the advertised selling price of the vehicle. Your final amount may also include charges that are required or selected as part of your transaction, such as:

  • State and local sales taxes
  • Title and registration charges
  • Government-required fees
  • Optional products or accessories you choose
  • Financing charges based on your approved terms
  • Negative equity from a trade-in
  • Delivery or shipping outside the dealership’s standard area

These items are separate from the advertised vehicle price and will be clearly presented before you complete your purchase.

Shop Online With Confidence

You deserve to know that the vehicle you found online will not suddenly cost more when you arrive.

You can compare available vehicles, trims, features and pricing from home. When you find the right vehicle, contact our team to confirm availability, review applicable incentives and receive a purchase breakdown.

The same Steele Standard applies whether you shop:

  • Online
  • By phone
  • Through text or email
  • In person at the dealership
  • From outside the Austin area

Your shopping method should not change the price.

Straightforward
Trade-In Values

Your trade is evaluated separately from the price of the vehicle you are purchasing.

This allows you to understand both sides of the transaction:

  1. The selling price of your next vehicle
  2. The value offered for your current vehicle
 

Our team considers your vehicle’s condition, mileage, equipment, history and current market demand. You can then decide whether trading your vehicle is the right option for you.

A trade-in should never be used to hide changes to the advertised selling price.

VALUE YOUR TRADE

Transparent Financing Options

The Steele Standard Price Promise continues in our finance department.

Our finance professionals will explain available payment options, interest rates, terms and optional protection products. Your payment may vary depending on your credit approval, down payment, trade equity, term and products you choose-but the agreed vehicle price does not change simply because you finance your purchase.

We can help with:

  • Traditional auto financing
  • Leasing options
  • First-time buyer financing
  • Credit rebuilding situations
  • Business and commercial financing
  • Remote purchases and deliveries

Optional products will be presented separately so you can make an informed decision.

GET PRE-APPROVED

The Steele Standard Applies to New and Pre-Owned Vehicles

Our commitment to straightforward pricing applies across our inventory.

Why Steele Created the Price Promise

Vehicle shoppers repeatedly tell us that one of their biggest frustrations is finding an attractive price online and then receiving a different price at the dealership.

We believe buying a vehicle should be easier than that.

The Steele Standard Price Promise was created around three simple commitments:

Clarity

We clearly present the vehicle price and explain applicable incentives.

Consistency

The online price is the in-store vehicle price.

Choice

Optional products and accessories remain optional.

No games. No hidden dealer fees. No surprise mandatory add-ons.

The Steele Standard Price Promise

What you can expect:

  • The price you see online is the vehicle price you receive in-store.
  • No hidden dealer fees added to the advertised price.
  • No mandatory unwanted dealer packages.
  • Clear disclosure of conditional incentives.
  • Taxes and government charges presented separately.
  • Optional products explained separately.
  • Trade-in value shown independently.
  • A complete purchase breakdown before you sign.

The price you see is the price you pay. That is our promise. That is the Steele Standard.

Shop All Inventory

Frequently Asked Questions

Is the online price the same price I will receive at the dealership?

Yes. The advertised online vehicle price is the same vehicle price we honor in-store, subject to clearly disclosed incentive qualifications and vehicle availability.

No. We do not add hidden dealer fees to increase the advertised selling price of the vehicle. Applicable taxes, title, registration and government-required charges are separate.

You will not be required to buy an unwanted dealer package simply to receive the advertised vehicle price. Optional products and accessories are presented separately. Any equipment already installed on a particular vehicle will be identified.

The advertised price may include dealer discounts and specified manufacturer incentives. Certain programs require customer eligibility. Our team will explain which incentives apply to your purchase.

The agreed vehicle price does not change simply because you finance. Your total cost and monthly payment will depend on your approved rate, term, down payment, trade position and any optional products you select.

Yes. Contact our team for an itemized purchase breakdown showing the vehicle price and applicable taxes, title, registration and other transaction-specific items.

Yes. The Steele Standard Price Promise applies to our advertised new, demo and pre-owned vehicle pricing.

Yes. We can assist customers throughout Central Texas and beyond with remote shopping, financing documentation and available delivery options.

Experience a More Straightforward Way to Buy

We proudly serves truck, SUV and pre-owned vehicle shoppers from Texas communities.

Browse online, visit us directly, or contact our team for a clear purchase breakdown.

One vehicle. One transparent price. Online or in-store.

SHOP ALL INVENTORY