How To Get Pricing Information From Car Dealers

By L James Johnson

L James Johnson

Contributing Writer BIO

L. James Johnson joined the automotive industry after winning recognition as a radio & TV journalist and running three thriving, fast-growing small... More

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1,234 views Oct 11, 2010

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Today’s savvy car buyer pre-negotiates as much of the deal as possible before they ever set foot inside a showroom. This new approach, what some call the new rules of car buying, not only helps consumers get a better price, but it reduces their stress level. They are no longer at the mercy of the games and manipulation that consumer’s fear so much when they walk into a major dealer’s showroom.

Get a Good Deal
The new rules of car buying dictate that you pre-negotiate the selling price of the car, truck, or SUV you want to purchase. This means that you should already know the dealer’s best price BEFORE you arrive at the dealership.

However, getting that price is easier said than done. Most dealers don’t give that information up easily over the telephone or via email. They don't want their customers shopping for the best deal because they may lose the sale to another dealer. Or, if they sell you the car, their profit could be reduced by matching another dealer’s lowball price. That’s why they’ll resist your effort to pre-negotiate the price before they see you in person.

How Do You Do It?
Begin at home. Try emailing the Internet sales department of the dealership that sells the car you want. Ask about price and availability. Be as specific as possible: 2 or 4 doors, automatic or manual, preferred colors (it’s good to provide two or three choices), trim level, accessories, and so on. Then email other dealers in your area asking for the same information.

Be prepared to send a few back-and-forth emails to everyone you contact. They will likely resist before giving you the information you want. Keep asking and be firm. Tell them that you can’t possibly come into the dealership until you know their selling price. Tell them that you also need to know if they have the car in stock or can easily get it.

Make note of the dealerships you contact, and the prices they provide. If you live in a large urban area, you’ll probably end up with about three dealerships that stand out from the crowd. These are the ones that were engaging, responsive, and provided a competitive price. Let each of them know that you’re shopping for the best price. Once everyone’s price is on the table, tell them upfront the price they need to beat, and even which dealership the lowest price came from. Chances are you won’t have to negotiate; they’ll do it for you.

See if you can keep all the dealers that made your short list engaged for a few rounds of lowering the price. In the end, you'll discover which dealer wins the race by being the most aggressive on price. But before you see them in person, ask yourself what other aspects of the deal should be negotiated. The trade value? The interest rate on your car loan? Do you want a bike rack installed, or do you need an extended warranty? Work each one just like you did the selling price.

Use the new rules of car buying and it can save you hundreds, if not thousands of dollars on your next vehicle purchase. Good luck.