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You're most likely to get the best price on a loss leader, like in the ads you're seeing. Dealers won't normally negotiate down to a good loss leader advertised price. Those ads are in there to generate foot traffic and switch the customer over to something else. I'd look around at all the local Toyota dealers' websites to see what specials they're offering.
You're wise to get a Toyota in this situation, but a Mazda or Honda wouldn't be bad, either. I've seen crazy ad prices for Jettas, but I think in the long run they cost more.
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