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Originally Posted by Mulder Hey Wimpy--is this accurate: http://www.carbuyingtips.com/car4.htm
It says for example that a "10/97 Mercedes gave a $7500 incentive for 1997 SL500's! They gave $10000 for an SL600! Incentives are to the dealer, not you. If the dealer sells the SL500 at invoice, he makes $7500 profit from Mercedes!" That's more consistent with my understanding and I realize that the profit is less for non-luxury cars and perhaps your lot. |
Yes and no.. It depends how sharp the customer is because he can use it as a tool to his advantage,
Regardless of what the car is sold at the dealer will get whatever amount the incentive is providing they followed the mfgs rules. It's how they use it that counts.
The incentive can be used by a dealer to his advantage if he's not being quite honest. I'll give you two examples from my standpoint.
First let me say this................
Most rebates / incentives benefit the cash buyer only because the deals are tied into a financing rate. In Canada you can pick and choose from two options... either low rate financing or the incentive. You can't have both. That said.............
- If a customer is a cash buyer and doesn't know about the incentive and the dealership neglects to tell him about it the dealership will reap the entire amount or what ever is left over from negotiating.
- If the customer is a finance buyer and a specific lender has to be used and for some reason he doesn't qualify the dealer would look for an alternate source. If the alternate lender takes the deal the dealership ultimately treats it as a cash deal and the same rules apply.
If a dealer sticks his neck out and scoops the cash thats left on the table it could come back to haunt them if the customer finds out. Our policy is to shoot straight from the getgo and we don't end up with a heatscore later. Besides, it helps to be able to close the deal many times because we have to dig into the profit to close the deal. ie: overpay the buyer for his trade.
btw I would love to work for a dealer that has that sort of markup on their product. In my business 2k on a new car would be considered high and those mainly kept for the high end luxury ver SUV. That said, anyone savy enough to be buying a vehicle with a very large markup is normally on the ball and is well aware of what incentives are available. Wealthy people don't buy our cars so the " smarts " just isn't there in most cases. It's a different matter with our SUVs, luxury model and vans.
I tell the owner of the co. I work for quite often that I dislike selling new cars an I do it only as a favor to him. He understands because it's the used side that puts a smile on our faces.