dealer invoice
That's another thing that bothers me: what they tell you that they paid for the vehicle. Usually they say they are only making $100 or something on the sale.
(Not that I have anything against dealers making money - they just have a
lot of bargaining room)
I worked at a dealer for a while, and other employees were buying new vehicles for about 2/3 MSRP. (I think that was supposed to be 10% over dealer cost)
I almost bought a new pickup while I worked there, even though I had a 2 year old pickup at the time. I could have sold my used pickup for enough to pay for the brand new one, but of course I would have had to float 2 loans for a while.
About 5 years later, I really was looking to trade-in. I was bargaining with a dealer in NM, for a stripped down 4x4 p/u with a 6 cyl and no radio. They made an offer, and I told them the highest that I would go was some $400 less than that. They said "no, we can't make any money at that" so I went back to the dealer in CO that I had worked for and just as a regular customer I bought a similar p/u only with a 350 v8, radio, guages, extra fuel tank, and undercoating for the
same price (difference) that I had offerred the other dealer.
The dealer in NM was really pissed when I showed up for some minor warranty work a couple months later.
That was the last new vehicle I ever bought (1980). I started my own business shortly after that and sold it for capital.