In a future socialist utopia, a car buyer will be able to confidently walk into a dealership and pay the same price as everyone else buying the same type of vehicle. But, alas, in today’s free economy and capitalistic regime, we must each fend for ourselves at the dealership. And guess what, most folks are paying thousands more dollars than they need to for their new car. That’s because car dealerships are the enemy of the car buyer. Upfront price quotes are often meaningless. Competitive quotes are misleading. Advertised specials are not so special. They just want to get you to the dealership, because once you’re there the real magic begins!
Every step of the car buying process is fraught with danger. You will be misled. You may think you got a great deal while the salesperson is in the other room high-fiving and making “ka-ching” sounds to his colleagues. Some dealership staff come across as cocky, sleazy, arrogant, or just plain “car-salesman-ey”, while others are courteous, professional consultants ready to provide crucial support in your car buying endeavor. But make no mistake, no matter what the behavior and attitude is of the staff, they share one thing in common—they have many strategies to invoke during the car buying process with the singular goal of separating you from as much money as possible. Even the nicest salesperson follows a dealership protocol designed to maximize the salesperson’s cut and the dealer’s profit.