OMVIC’s September Pricing Reminder: Check Cash and Finance Offers Separately

Ontario’s vehicle-sales regulator reminded dealers on September 29, 2026 that advertised vehicle prices and their conditions must be clear. Its message is particularly useful for buyers encountering one prominent price online and a different total at the dealership. This is a reminder about advertising compliance, not an announcement that every dealer must offer an identical cash and finance price.

What OMVIC said

In its September reminder, OMVIC says dealers may offer different cash and finance prices, provided both prices and relevant conditions are clear and prominent. Mandatory dealer charges must be included in the advertised price; HST and licensing can be excluded when properly disclosed. Where a platform cannot prominently display both prices, OMVIC says to use the higher advertised price and explain the lower alternative and its conditions in the description.

The distinction matters: a finance-only offer is not necessarily a hidden-fee case. The problem is whether the condition was properly presented and whether additional mandatory charges have appeared that were not part of the advertised offer. Save the advertisement before visiting, including the vehicle identification and any visible conditions.

A lower vehicle price can still mean a higher total

Imagine a hypothetical cash offer of $42,000 and a finance offer of $40,000, before applicable tax and licensing. The financing discount is $2,000. That alone does not establish which option costs less overall. You need the amount financed, APR, repayment term, any borrowing charges and the complete payment schedule.

If borrowing interest exceeds the $2,000 price difference, the financed purchase could have a higher total cash outlay. If financing is needed regardless, compare alternative credit offers on consistent assumptions rather than treating a cash purchase as an option the household cannot actually fund. The correct comparison should reflect both the product price and how it will be paid for.

Read the entire advertisement, but do not accept ambiguity

A buyer should not need to guess whether the large displayed number is available without financing. When the offer is unclear, ask for a written explanation before applying for credit or travelling to see the vehicle. Keep the answer together with the saved advertisement. Ask whether the offer applies to the exact VIN and whether all mandatory products and dealer charges are included.

Do not confuse a manufacturer’s national configurator with a registered Ontario dealer’s advertisement. OMVIC’s all-in pricing guidance distinguishes manufacturer advertisements from the dealer rules. The dealer’s written quote still needs to identify what you would pay in the actual transaction.

What to do if the quote changes

Mark the difference between the saved advertisement and the quote. Is the vehicle different? Did you request an option? Was a finance condition prominently stated? Or has a mandatory fee been added? Asking these separately gives the representative a chance to explain a legitimate difference and gives you a clearer record if the matter remains unresolved.

A useful message is: “Please reconcile this quote with the attached advertisement for the same VIN. Identify the cash and finance prices, any eligibility conditions, and every charge included in the advertised total. Please list optional products I requested separately.” Avoid signing a purchase agreement while the arithmetic is still unclear.

The reminder does not erase contract obligations

An advertising concern should be resolved before signing where possible. It does not justify assuming that any signed agreement can later be cancelled without consequence. If you have already signed and believe the advertised offer was misleading, preserve the documents and seek guidance from OMVIC about the particular circumstances rather than relying on a generic cancellation promise.

A practical shopping habit

• Save the advertised offer with its date and VIN.
• Request a written, itemized quote before making a commitment.
• Keep cash and financed totals separate.
• Compare total borrowing cost as well as payment size.
• Clarify optional additions and conditional incentives.

For buyers, the value of OMVIC’s reminder is a more disciplined comparison. A clear offer should let you understand the conditions before deciding, and a complete quote should show where each dollar goes. The sticker discount is only one part of that decision.