Hi,

Many companies charge what they can get these days, rather than actually making a fair profit. You may well be charging the correct rate to stay in business in the long term. The Lexus dealer principal is almost certainly not. Like much in the modern world, the Lexus dealership (or it's parent company) doesn't expect to be around forever. They are making what they can while the going is good, then move on to the next project.

TW