Customers of Van Bortel Subaru, Van Bortel Ford and Van Bortel Used Car Center are offered a no-dicker price for each car, with full disclosure of the vehicle's base price, the cost of the options chosen by the customer, the manufacturer's suggested retail price, and the price offered by Van Bortel—including a clear statement of the dealership's profit on the sale. By removing the negotiation process from the purchase, Kitty Van Bortel takes the fear out of buying the car: The customer knows without a doubt that he or she has paid a fair price for the vehicle.