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Our dealership is on the edge of town 1.5 miles down a dead end road.  We have almost zero drive-by traffic and almost zero lotups.  While we only sell used vehicles, we would never get a shot at 90% of our customers if we didn't price our vehicles below the rest of the market.  We rely on buying the cars right and building value when the customers are here so they still sign up at our "No Haggle Price".  We are often able to switch customers to a different vehicle that they haven't seen online at a higher price to allow for higher gross.