What is your time and aggravation worth?
I am not one of those guys who will grind down to the nickle. I know some folks think it's fun but I have bette things to do with my time than to spend 4 weeks grinding down 5 dealers. You get heartburn, the salesman get heartburn, and all parties go away feeling like the other was scum.
It sounds like a good price. I'd buy even at a fair price: the dealer has a right to make a fair profit, you have a right to a fair deal.
I could have grounded my sales guy down a few more dollars, but I made an inital offer based on my research, the local supply and demand, how I was treated, etc., finance countered offered and we shook at a fair price. The salesman was very kind nad extremely courtesous. NO mention of even when I was buying. I always try to be courtesous such as asking for pesmisisosn before even getting in the car and when he offered us a test drive, he offered to stay behind. I told him I prefer his comany to explain the amenities in the car while we take it for a spin. When we got back, he said he'd leave us alone for a few minutes so we could think about it. I ran the numbers down a bit and we had a deal. Yes, I could have made a better deal, but I belive in a win/win and everyone leaves happy. When I checked Edmunds, I got it for a couple hundred under the TMV (True Market Value Price). Not great, but a fair price all around.
So wife-zilla and I left happy, he was happy, and fianance was happy....life's too short to get another ulcer to save another 2 bucks.
Yes, I try to turn a potentially confrontational process into a more relaxed give and take. Wife-zilla, like many women confuses being assertive with being a bitch. When we went car shopping for her 2 years ago, I told her to SHUT THE HELL UP. We endd up buying at the same dealership and she was all smiles and ther ewas no heartburn.
I crack a smart ass line about "not kissing on the first date" or "this must be a POS if I have to buy an extended warranty"and we all laugh...but I laugh with a serious tone and only the most idiotic salesguy would miss it...I follow up with soft spoken "this is the price. So are we going to close or not?"
Advertising fees are part of the business and you should not pay for it. Do you pay advertsiing fees at McDonald's? Just ask them that? How about paying advertsisng fees when you buy a Dell PC? It's all part of their operating expense so don't give you any more schit. What the hell is the transaction fee? Never heard of it. Just tell them that. I don't care how you massage it or where you cut it out from. That is the price.
The dealer wanted to charge Wife-zilla a pick up fee because they found the car she wanted at a dealerhip in Monterey, CA, and had to have a driver take a car down and swap and drive it up. Told them that your driver is just a porter on payroll anyway so you're not paying him anymore for doing this. You want the sale, there is no pick up fee.
Just like when I traded in my Mustang for my Tahoe....I had already figured out and estimated the wholesale and retail for my trade in and worked it in my final price for the Tahoe. I told the sales guy, I don't care if you give me $1.00 for my trade in. I really don't. I don't care how you massage it or where you play your games. That is the price. (with one or two more wiggling offers and counter offers so they can feel like they got the best of me...)
I would do the business in person. They love to low ball you to get you in then switch you with extra fees and that there was a mistake or misunderstanding on the price. Go in person and if hte price is right, Close them before they can try their crap on you.
Or walk out as I would not do business with any dealer ship that pulls that crap on me.
No need to get angry or loud....say it softly and carry the big stick--walking out...They'll stop their games and you'll get your price.