Merchant
Selma, Alabama · 1 verified deal · 0 lease, 1 cash/finance
1406 E Highland Ave, Selma, AL 36703, USA
Transparency Score: 59/100
Score based on verified buyer data. Pricing vs market (40pts), fee transparency (30pts), data depth (30pts).
Is Merchant a Good Dealer?
Merchant earns a Grade C (59/100) based on 1 verified buyer transactions. Pricing is average for the Selma market with 1.0% off MSRP and a $699 documentation fee. Consider comparing with other Selma dealers before committing.
Limited data — based on only 1 verified deal; treat this as directional, not a firm rating. CarWhere rates observed pricing and fee transparency from verified deal sheets — not service quality, legal compliance, or overall reputation.
1
1.0%
below MSRP
$699
Based on 1 deals
0/1
deals with add-ons
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Doc Fee Comparison
Documentation Fee
Based on 1 verified deal sheets
Dealer Add-ons & Accessories
Pricing by Vehicle at Merchant
Honda Civic
1 deal · 1.0% off MSRP · avg $50,045
Honda Civic
1 deal · 1.0% off MSRP · avg $50,045
1
Verified Deals
1.0%
Off MSRP
$50,045
Avg Price
Recent Deals at Merchant
2025 Honda Civic Type R
MSRP $50,545
$50,045
1.0% off
Prices from verified buyer-submitted deal sheets. Individual results may vary.
Verified Transactions at Merchant
| Year | Vehicle | Price | Discount |
|---|---|---|---|
| 2025 | Honda Civic | $50,045 | 1.0% |
Prices from verified buyer-submitted deal sheets. VINs partially masked for privacy.
How Merchant Compares With Other Honda Dealers in Alabama
| Dealer | Grade | Avg Off MSRP | Doc Fee | Deals |
|---|---|---|---|---|
| Merchant(this dealer) | C(59) | 1.0% | $699 | 1 |
| Brannon Honda | C(59) | 5.8% | $800 | 1 |
| Zt | B(69) | 3.2% | $899 | 3 |
| Tameron Honda Eastern Shore | B(73) | 7.5% | $996 | 2 |
Based on verified buyer transactions. Scores reflect pricing, fee transparency, and data depth.
What to Know Before Visiting Merchant
Merchant in Selma, Alabama earns a Grade C (59/100) transparency score based on 1 verified buyer transactions. Buyers see modest discounts of 1.0% off MSRP. You may want to compare with other nearby dealers. Prices range from $50,045 to $50,045.
Their doc fee is $699 (Alabama has no doc fee cap).
No dealer add-ons were found in verified deals, which is a good sign for straightforward pricing.
Brands sold: Honda.
All data sourced from verified buyer-submitted deal sheets. Not opinions — real transaction data.
Frequently Asked Questions
Is Merchant a good dealership?
Based on 1 verified buyer transaction, Merchant in Selma, AL sells vehicles at an average of 1.0% below MSRP. Their documentation fee is $699. No dealer add-ons were found in verified deals. This data is based on real buyer-submitted deal sheets, not opinions.
Is Merchant overpriced?
Merchant sells vehicles at an average of 1.0% below MSRP. This is a modest discount. You may find better pricing at other dealers — check the CarWhere Index to compare. All data from 1 verified buyer deal sheets.
What fees does Merchant charge?
Merchant charges a documentation fee of $699. All fee data is sourced from verified buyer deal sheets.
What hidden fees does Merchant charge?
Based on 1 verified deals, no hidden fees or dealer add-ons were found at Merchant. Their doc fee is $699.
Does Merchant negotiate on price?
Based on verified buyer transactions, buyers at Merchant are getting an average of 1.0% off MSRP. This suggests the dealer is open to negotiation. For the 75th-percentile target discount for your specific vehicle — the level 25% of verified buyers got or beat — sign up for CarWhere PRO at $12.99/month.
What should I pay at Merchant for a Honda Civic?
Based on 1 verified deal, buyers at Merchant paid an average of $50,045 for a Honda Civic, which is 1.0% below MSRP. For the exact 75th-percentile target price by trim — better than 75% of verified buyers — sign up for CarWhere PRO at $12.99/month.
What vehicles does Merchant sell?
Based on verified buyer data, Merchant has deals for: Honda Civic (1 deals, avg 1.0% off).
See What Honda Buyers Paid
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