Specials? Step outside the car world and take a fresh look around.
Major school?
Then, it's the Bruins Best Deals....
Query under $10K or whatever, create a custom button (incorporate their logo into the button for real wow factor), have some copy about special student financing.
Of course, call for permission, you may have to run a generic Scholar Dollar Sale.
If there's an industry that's big in your area, twists on the normal corporate/company discount program get noticed. Even better, tie in a customized gift with their discounted car purchase. If you're "honoring those in construction industry" a certificate to the local workwear shop sounds good. It's usually just a call or two offering a restaurant, or whoever a "cross promotional partnership" exchange for inclusion in all your web traffic (and advertising) so you don't have to buy everything. (sales skills work well here 
Vehicles prior to 200X could be "Senior Specials". "These high quality cars are a little older but ready to live their life out with a great owner..."
Different ways of slicing and dicing your inventory can equal easy "specials" with a little creativity.
Good luck, I like your question!
