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A flat 10% - are you including dealer cash, retail bonus cash, financing cash, because-I-have-a-car-now-cash, etc? What a lot of consumers don't realize is that (at least in my experience) there is only about 10% (give or take a few bucks) mark-up in most vehicles MSRP -> Invoice. Sure I'm all in for 10% markup from invoice.... With that being said, people realize that there's a markup in every single other consumer good out there. Yet - they choose to haggle with us? Why? Becauase they've been conditioned to - they've been conditioned to "push for a little more" even if we're already as low as we can go - people don't realize that dealerships lose money on the [front] end of car sales. The bigger question is how do we change the public perception of the situation?
A flat 10% - are you including dealer cash, retail bonus cash, financing cash, because-I-have-a-car-now-cash, etc? What a lot of consumers don't realize is that (at least in my experience) there is only about 10% (give or take a few bucks) mark-up in most vehicles MSRP -> Invoice. Sure I'm all in for 10% markup from invoice....
With that being said, people realize that there's a markup in every single other consumer good out there. Yet - they choose to haggle with us? Why? Becauase they've been conditioned to - they've been conditioned to "push for a little more" even if we're already as low as we can go - people don't realize that dealerships lose money on the [front] end of car sales.
The bigger question is how do we change the public perception of the situation?
