[Zeke]

Markup is 10-12% on new cars. The dealer also sees rebates and hold backs to increase profits. Watch the financing. They can make more money by upping your finance rate half a percent than if you beat them down another $500. The cash price of the car is only part of the equation. The bottom line on the sales contract says it all. That's what you want to compare from dealer to dealer, but you can't. You can't get a sales contract until you buy a car. They know this and this is where they still hold the advantage. After you negotiate the sales price, negotiate the interest. I just did this on a truck. I got the interest down a half a percent from their 'best offer' which made the payment $25 less. That's $1500 saved on the contract. Think how much reserve they make on someone who pays market rates. When they sell the loan wholesale, they keep the difference. On most deals, this amounts to hundreds and hundreds of dollars. These people aren't stupid. The programs are set up by the largest and wealthiest corporations in the world. You are doing nothing to anyone by buying a car at invoice. That's all they expect along with all they can steel from you in the rest of the deal.

BTW, I have an automobile salesperson's license.