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It is a strategy for CarMax no doubt. But as others have pointed out - it needs to be the strategy across the whole dealership. Had CarMax not been 1 price from the beginning and made it their message - their strategy and built complete process and marketing around it, I would bet they wouldn't be so successful with it. Let's not forget, it took several years before CarMax to show a profit. I remember working at Circuit City when CarMax was launched and it was loosing money all over the place.  Do people still want to negotiate? Do they? Really?