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We have already had many One Price/No Negotiation tests over the decades.  One Price works great when demand exceeds supply.  When supply exceeds demand, forget about it.  That's what Toyota ran into in Japan with their NETZ brand, then with Lexus.  If you are interested in penetrating your market you need to be able to take cheap deals when that's all that is available.  To achieve a reasonable average, you need fat deals to offset the skinny ones.  Dealers I know dream about waking up one morning to discover all of their competitors went One Price.