Wouldn't they be losing money on it to go that far below invoice without some incentives in the mix?
If they were going to loose money, they wouldn't sell it pure and simple. If they sell below cost the won't be in business very long. A fair price is the absolute lowest price you can pay for it. You're not there to give them one penny more than you have to. As I said, if they are going to lose money they don't have to sell it to you and you can be sure that they won't.
Some things to remember when buying any new vehicle:
*) Have all the numbers fully researched. Know what invoice is. Know what other kickbacks (called holdbacks) number are etc. Research, research, research. Knowledge is power for you, ignorance is giving power to the dealer. The sales person is trained how to get make a sale and get the highest price they can. They do this day in and out every day, it's their job. You on the other hand only do this once every few years at best. The last time I purchased a new truck was in '93. Who has the advantage under those circumstances? Hint: it's not the buyer.
*) Deal on the full out the door price, not on monthly payments or what they call "price ++", which means price plus dealer fees and doc fees. Those are dealer tactics to charge you more. Always work with the full price including EVERYTHING. The only thing you can let them not include during negotiations is tax since it depends on the sale price. Make sure they include licensing fees though since they are fixed.
*) In many states the dealer in the next county will have a lower tax rate, a dealer outside city limits will also have a lower tax rate. Now how that affects your total cost and use it to your advantage.
*) Remember, don't tell the dealer ANYTHING you don't have to, they are pros at turning anything you say to their advantage.
*) Be prepared to walk and if you don't get what you want do it. I did before I finally had the deal I wanted.
*) Don't let them tell you they are loosing money, if they aren't going to make a profit they won't sell it.
*) A new dealer will usually deal more than old established dealers. They need the sales to keep their allotment from Toyota.
*) Deal on just the truck and options you want. If they try to sell you something with other options, use it against them. It's not what you want so why should you pay extra for something you don't even want?
*) Have financing worked out ahead of time. The dealers money man is hired to make more money for the dealer, not to help you!!!
*) If you have a trade-in, you'll make more selling it your self. If you trade it with the dealer, negotiate that separate from what you're buying. Bundling is a dealer tactic to make more money.
