Rudy Russo (Kurt Russell) is an unscrupulous car salesman who aspires to become a politician. In the meantime, however, Rudy works for the nice but ineffective automobile dealer Luke Fuchs (Jack Warden). When Luke dies, Rudy takes over the lot, but he faces stiff competition from the scheming Roy L. Fuchs (also Warden) who wants his brother's business for himself. In order to get more customers, Rudy and Roy each devise ridiculous promotions to gain the upper hand.