Rudy Russo is a smooth-talking, up-and-coming car salesman working at a run-down used car lot owned by the affable Luke Fuchs. With political aspirations, Russo needs a substantial amount of money to bribe his way into a local government office. The lot, known for its dishonest sales techniques and less-than-reputable advertising methods, is in constant competition with the lot across the street, which is owned by Luke's hostile twin brother Roy L. Fuchs. Roy is scheming to take over Luke's property to expand his own business, as the two lots are situated on a prime stretch of land poised to skyrocket in value once a new highway is completed.

The plot kicks into gear when Luke dies of a heart attack, prompting Rudy and his fellow salesman Jeff to hatch a plan to keep Luke's death a secret. They aim to ward off Roy's underhanded attempts to acquire the lot, ensuring they can sell enough cars to secure the funds for Russo's campaign. The sales team employs an array of wild publicity stunts to attract customers and fend off their unscrupulous rivals. The rivalry escalates into an all-out war filled with sabotage and deception, each side bent on undermining the other in their quest for supremacy in the cutthroat world of used car sales.