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Get a general quote on truecar.com or zag.com, you'll know who has more and wants to sell. You can then call the ones closer to your neighborhood and tell them that the other dealer is giving you X amount off invoice and see if they can beat it. We got an SE version (2WD) last week for 21200 + fees. This will give you a general idea.
It really varies as someone else has said.
We have gotten 20-25% off a new vehicle before because no one else was buying it.
At the same time we have barely gotten 3% off another, so its all the demand in your
area, incentives, etc.
Never worry that a dealer will go broke in a car deal since all dealers get what's called a "dealer hold back" that the factory pays them when they sell a car. What a dealer gets between the hold back and list is pure gravy so bargain hard.
And don't fall that that old "invoice" price 'cause it doesn't count the hold back either. The only price that counts is the dealer factory cost and that isn't available to the public.
There are some dealers today that offer flat pricing so check them out in comparison to other dealers. Often flat pricing is the best price you will find.
I hate car buying ,and do it a little as I can, since you never know if you paid a fair price or got skinned.
I think one of the reasons you hate it is because you are working off bad information. If you believe all dealers can survive simply on holdback. In a perfect world where all cars sell in under 30 days after hitting the lot, then this might be true, but some sit there for longer - a lot longer. Holdback is designed to ease the pain of a dealer paying interest on his floorplan. If you feel like you are being skinned or cheated just because a dealer isn't willing to get into holdback or not sell a at invoice on a car, especially if it is hot then the new car buying experience will be especially frustrating for you.
The average is 5-10k off sticker price. I just got 11k off sticker on a Dodge Ram Truck. Just be careful of the tricks they pull with the financing. You think you got a great deal but you get beat up in the financing end. Don't be afraid to question every last cent, and don't be afraid to walk away if need be.
Actaully no one you deal with will know the dealer holdback as its called that is paid at the end of years directly to the dealer ownership. But the invoice does not reflect the incentive dealers get to sell those cars.You might want to visit edmonds 'com where you can get invoice 'MSRP for options and what people are paying in your area for the same model. Remeber tho options can increase what you will pay from others. Normally the lower the MSRP the less they will cut and even time of eyar avaries as to dealer incentives.
Hate to tell you Tex but Edmund's is a croc. I have already gotten a price which is $1500 less that edmund's said I should be offering for the exact same vehicle.
Then he's full of crap. 20% off either of those is a flat-out lie.
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