It’s a done deal! We now have a gorgeous new 2008 Subaru Legacy GT Limited. I will post pictures soon.
We couldn’t have gotten it at all if we hadn’t done the steps that follow. In the end, I got it for a price I could stomach and more importantly, it’s a price Jen can stomach too (albeit after some antacids). To top it off, we had absolutely 0 troubles, pressure or hassle at the dealership.
That last bit is a little misleading. In reality, I front-loaded all of the hassle. I exchanged emails with dealer representatives all over the east coast for about a week and a half.
Financing
I qualified for a new car loan through LendingTree.com which resulted in a pretty competitive rate from RoadLoans (RoadLoans.com). I was able to bring that to the dealer as a failsafe in case they either couldn’t beat the terms or finance me at all. It turns out they were narrowly able to beat the loan I walked in with so I went with them. The dealer is happy it doesn’t lose that extra bit of revenue and I’m happy I got an extra quarter-point lower Interest rate.
Selecting the car
I love car research. I could read model descriptions and head to head match-ups between similar models all day. Doing this ahead of time and getting behind the wheel of your top 3-5 contenders will allow you to continue the rest of your car shopping without sitting in a show room (until you are ready to finalize your purchase at least).
Consumer Reports, Edmunds.com, Cars.com, MotorTrend.com, and several others have great ‘find a car for my needs’ type tools. I pretty much new who the contenders would be going into this but without those tools, I would have never considered the Legacy GT and that would have been tragic. So really know your options before heading out to test drive.
Once you have driven and hopefully fallen in love with a particular make, model and option package you are ready to start thinking about how much to pay for it.
Some tip pages will likely tell you to set a price range according to your budget then look at cars in that range. As intelligent and doctrine-worthy that sentiment may be, car buying is, for many people, an emotional and visceral experience. Decide what you want to get from your new car. I this phase remember that you are likely making at least a 5 year commitment to this vehicle and will have a monthly reminder of what you are sacrificing in order to do so. Be realistic about what you are willing to forgo in order to save $10, $50 or $100 on your car payment (do I really need an air conditioner… it saves me $2.50…). Also consider the next pricing section while narrowing the field. Jen and I drove away from the dealership having paid not only below MSRP but below even the invoice price.
Lastly, before contacting dealers use AutoTrader.com to search vehicle inventory to see who has your car already on the lot. This narrows the extremely wide range of dealers down to a manageable number and keeps you from wasting time and money on a dealer who has to spend money to acquire a vehicle for you. In some situations, a local dealer may be able to get a hard-to-find car and option combination, but be expected to pay a premium for that service. Dealers also seem more willing to deeply discount vehicles that are already on the lot. The longer they have been on the lot, the better for you in the case of new cars. Dealers pay for cars on a mortgage and make payments for every month it sits on their lot.
Pricing
As for the price, I had email exchanges with several dealerships within a 300 mile radius. Why 300 miles? Between family and friends, we would be able to combine the car-pickup trip from any of the further dealers with at least one or two social visits. For the most part, Auto dealerships are local businesses run by neighborhood people and cater to the same families and the occasional walk-in and live happily ever after. Some dealers have brought on one or two additional sales folks to work the email requests for quotes and such. Some dealers are better at this than others and you mileage may vary. In the end, I went with the first dealer to provide a lower-than-invoice price and a breakdown of where that price came from and they happened to be only 30 miles away from home. Two dealers beat his price, but would have required traveling. If more potential buyers showed an interest in the Eclipse I was selling, I would have waited to sell that then made the purchase at the lowest priced dealer.
Assuming you already have a car in mind, step 1 in pricing the vehicle is to visit Edmunds.com and find the invoice price. The Edmunds True Market Value figure is good for setting your expectations, but the invoice price is where you want to start your negotiations.
Step two is to gather incentive information. Check the manufacturer’s web site to get the details on any incentives that may be running at the time. Once you know what is currently being offered, try to get a sense of what the manufacturer has done historically for incentives. One unexpectedly useful tool was Archive.org which takes snapshots of popular websites at different intervals and allows people to see the old version. I used that capability to see what rebates and financing deals had been offered in the past few months although it could not tell me the immediate previous month. For that I used the cached copy of Edmunds’ incentives page from Google.com’s search results.
Next, run a Google search for Dealer Holdbacks. Holdbacks are a percentage of the invoice price which the dealer paid but will receive back from the manufacturer once they sell the vehicle. The amount varies by manufacturer and by region. The percentages typically range from 0-3% of the invoice. The reason you want to have this information is quite simply to punish abusive dealers. You will most likely not use this figure to factor your price. If nothing else, it allows you to justify (to yourself as well as the dealer) your below-invoice pricing. You now have in your possession the amount of profit the dealer will make on this sale if you buy at invoice. If an unscrupulous dealer says ‘Hey, I’m not making any money on this…’ you will know better. Unless of course they forfeit the chargeback in their pricing at which point you know you have an eager dealer.
So, you take your invoice, add any additional options or equipment and then subtract the incentives (rebates or cash-back offers) and that is what you should expect to see in your emails from smart dealers. Some will go lower, some will go slightly higher. Anyone who quotes you MSRP is immediately out of the game.
When responding to an offer with a counter offer - include how you arrived at that number. This helps the eager dealer at the other end justify the price to his/her sales manager who probably sees Internet leads as a losing proposition already. If they reject your offer they may or may not provide an explanation for the rejection which you can then incorporate into your next offer to another dealer.
Other things to consider
Aside from price, the vehicle’s availability and your financing situation there are other less tangible points to consider. Many dealers offer free or otherwise bundled services with the vehicle which increase its value for you. One dealer for example offers free oil changes for the entire time you on the vehicle. Others guarantee the availability of a free loaner car for maintenance items which take a while. The level of personalized customer service cannot be overlooked. The ability to get in touch with someone who genuinely wants to help you can be priceless. So even if a dealer may have the best price and be close by, also consider how friendly the staff has been to you in the process of purchasing the car.
Lastly, enjoy the car.