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    Target Pricing

    How much you should expect to pay!

    We have compiled Target Prices: How much you should expect to pay because there is a need for consumers to understand what is a fair and reasonable deal in the marketplace. These prices are based on deals that have been reported to us for the makes and models listed below.

    Whenever you are buying a new car, it is important that you start with the invoice price and work up. Do not EVER use the MSRP or list price to make your calculations. In the past dealers would not accept this kind of negotiation. However, the times have changed, and dealers are quite used to dealing from invoice.

    Target prices do not include manufacturer rebates or dealer incentives, which are additional amounts you can subtract from the price, because rebates and incentives are not a cost to the dealer.

    (Target prices do not include limited production vehicles such as Chevrolet Corvette, Dodge Viper, or Toyota Supra, etc. These cars are usually sold near, at, or above sticker price.)

    Amount Over Factory Invoice

    Domestic Auto/Truck Manufacturers

    Ford Motor Company:

    All cars, minivans & vans1-2% over invoice $150-$400
    4x2 trucks1-2% over invoice $200-$400
    4x4 trucks2-3% over invoice $300-$800
    Explorer, 4x2 or 4x41-2% over invoice $150-$600
    Expedition, 4x2 or 4x43-5% over invoice $800-$2,100
    All Mercury cars and minivans1-2% over invoice $150-$400
    Mountaineer1-2% over invoice $200-$600
    Lincoln cars 1-2% over invoice $300-$800
    Lincoln Navigator3-5% over invoice $1,200-$2,500

    General Motors:

    All cars, minivans & vans1-2% over invoice $150-$500
    4x2 trucks1-2% over invoice $200-$400
    4x4 trucks2-3% over invoice $300-$800
    Compact sport utility 2-3% over invoice $300-$900
    Full size sport utility 3-5% over invoice $600-$2,200

    Saturn dealerships do not negotiate. You can expect to pay MSRP or list price.

    Chrysler Corporation:

    Jeep Wrangler & Cherokee1-2% over invoice $100-$500
    All cars, minivans & vans1-2% over invoice $200-$400
    4x2 trucks2-3% over invoice $300-$800
    4x4 trucks2-3% over invoice $300-$900
    Dodge Durango4-6% over invoice $1,000-$2,500

    Import Auto / Truck Manufacturers

    All cars & minvans2-3% over invoice $400-$800
    Passport sport utility3-4% over invoice $600-$1,200
    CR-V sport utility5-6% over invoice $600-$1,200
    All cars2-3% over invoice $300-$800
    Sienna minivan5-6% over invoice $1,000-$2,100
    4x2 trucks2-3% over invoice $400-$700
    4x4 trucks4-6% over invoice $600-$1,200
    RAV4 & 4Runner sport utility4-6% over invoice $300-$2,000
    Land Cruiser sport utility4-6% over invoice $1,200-$4,000
    All cars & minivans2-3% over invoice $300-$700
    4x2 trucks2-3% over invoice $300-$600
    4x4 trucks3-4% over invoice $600-$900
    Pathfinder sport utility2-4% over invoice $400-$900

    New Volkswagon Beetle at sticker price.

    All cars2-4% over invoice $300-$800
    Trucks & sport utilities2-4% over invoice $300-$900
    All cars4-6% over invoice $1,500-$4,500
    Sport utilities5-7% over invoice $2,000-$5,500
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