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I'm in the market for a new car right now and I fully expect to negotiate. I'll base my desired price on consumer reports and Edmunds minus 10% to start with. I don't know any other way. Some dealers will start and end at MSRP depending on the car. Most will have their own lower price sticker right next to MSRP to show they're giving a discount but they rarely stick to that, IMO.
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