The key really is to get dealers to compete. I made a mistake and went into a dealer I'd already bought two cars from without much of a sense of what their real cost was. The local dealer pretended like they couldn't discount and played hard ball. ("These things are selling so quickly we have to locate one for you!")
Anyway, I then got two other quotes from regional dealers at $3K less than their best quote and they immediately went under them (but only about $100 below), thus really pissing me off.
What did I do? I went to one of the other dealers. I told them "If that's the way you treat repeat customers wanting to buy their third car from you, I'm not bringing you my business this time." That whole thing was really infuriating!
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