I'm going to have a little rant here, as I have many, many years experience at this end of the car market and it really gets my goat that certain people expect to get massive discounts off of car dealers, yet complain that they rip you off with their prices and perceived 'profit margin'.
I'm sorry, but this expectation of a 10-20% discount is EXACTLY the reason many dealers have been forced to advertise stupid prices in the first place. This enables them to give you your huge discount and end up at the price the car should have been in the first place. So then you complain that they were trying to rip you off with their original offer.
How the hell can any dealer win in this scenario? :dont know:
However, there are good guys in this business that charge sensible prices to start with, don't give silly discounts and make just enough profit to have a good living, but stay around to look after you if you need them.
Chances are, if you think the car is competitively priced to start with, this dealer falls into this category?
Try getting a 10% discount off someone like Mark Pierce at Stirlings for example... You won't, but you probably won't find a better car for a lower price either. Or, if you do, I bet you won't get the back-up and support afterwards.
Just remember, if a dealer has a 20% margin in a £75,000 car, he must have bought it for £60,000... If it was advertised for £60,000 privately, would you buy it? Or would you think "that's too cheap - there must be something wrong with it..." :?: