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It's funny, when I was able to make the decisions at the dealer or corporate-dealer level, my policy was nothing over MSRP. Period. No ADM.
We wouldn't sell to another dealer, or someone who was just flipping it. We offered spots to our previous customers first. ADMs make the dealer look stupid and/or greedy, neither of which are good attributes for a dealer that wants to be around long. It seems odd to me to spend $700K/yr advertising to attract new clients then turning just as many of them away by trying to make an extra $5K (or whatever) on 3 or 4 cars. People DO remember when their PT Cruiser Limited cost them $35K and they go to trade it in to your store a year later (after the ether wears off) for $10K and see a whole row of unsold new ones. They tell everyone, and even though the market might support it at the time, the dealer is the bad guy later.
There is no greater vanity than paying a huge premium to be the 'first'.....
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I love you guys outside this forum 
-Eric
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