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Yes dealers do have a little holdback and financial reserve in each car, but when you go behind invoice that's what your cutting into. To be fair invoice should be the minimum price a customer should receive. Then you can shop the dealers on their overall customer service.
Just remember as a small business owner how would you feel if a customer goes around to a few another stores that sells the same thing and starts a little price war between them all...so in the end no store makes a good profit.
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