Buying a new car? Hidden cameras show some Ontario dealerships adding extra charges and features

We've all seen advertisements from car dealerships offering a deal on a specific make and model of new vehicle.

But a hidden camera investigation by CBC's Marketplace has revealed that some Ontario dealerships are adding costs to the advertised price when car buyers inquire about the vehicles in person.

The province’s car sales regulator, the Ontario Motor Vehicle Industry Council (OMVIC), says the advertised price in a dealership ad must include all fees the consumer is expected to pay, except HST and licensing. In fact, it’s been Ontario law since 2010 that dealership ads must set out the total amount.

Marketplace journalists went undercover posing as shoppers across the Greater Toronto Area to find out if they could get a car at the price advertised on the dealerships’ websites. Marketplace has received complaints from viewers who said they were being charged for add-ons like floor mats, rust protection and warranties.

The team tried to get a quote on a new vehicle based on advertisements from 15 dealerships, which included some of Canada’s biggest brands: Chevrolet, Ford, Honda, Hyundai and Toyota.

The investigation found six of the 15 dealerships charged more than the advertised price. Four of 15 dealerships showed a photo of a more expensive version of the vehicle in the ad than the one they were actually selling. And six of 15 included extra features the undercover shoppers didn’t ask for — though most of the extras were built into the advertised price and some dealerships agreed to remove them when we asked.

George Iny, director of the Automobile Protection Association, a consumer advocacy group, says that “cheating has become more sophisticated” in the average consumer’s car-shopping experience.

“Low-ball pricing has not disappeared,” he said. “They can't seem to write an honest car ad that includes all the information you'll need.”

The secret shopping comes as the number of new car purchases has gone up since the COVID-19 pandemic, which led to vehicle and parts shortages that have decreased but are still being felt.

Marketplace ran into several issues while trying to get the advertised price.

For example, when Marketplace visited Honda Queensway in Etobicoke, a sales rep offered a lower price for a 2026 Honda Civic LX than what was advertised. But he said that if the price went up when the car arrived, the customer would have to pay the difference.

In a statement to Marketplace, the dealership said there may have been miscommunication over “a standard clause in many contracts related to factory-ordered vehicles,” and that they do have price protection when customers sign a contract.

When Marketplace inquired about the price of a 2025 Tucson at 401 Dixie Hyundai in Mississauga, a salesperson said only military members or people who have previously bought a car at the dealership are eligible for the advertised price. The ad did not include that information.

At Dixie Ford, a salesperson explained how an advertised $999 down payment on a 2025 Ford F-150 STX actually works out to be $3,694 after reviewing the fine print in the ad, including a freight charge of $2,595 and an “air tax” of $100.