New car price negotiator: pay less than the dealer's number
Your independent auto advocate: beat the dealer's price without the hassle
We eliminate market adjustments, strip out dealer add-ons, and audit every line item, delivering an itemized out-the-door price in writing before you ever set foot in a dealership.
Prefer to talk now? Call (800) 903-3389
New, CPO, and lease, nationwide
How we negotiate a new car price
The sticker is the dealer's opening position. These are the numbers underneath it.
No car picked yet? We will find it for you.
Invoice, holdback, and incentives
What the dealer paid, what the manufacturer gives back later, and the current rebates and dealer cash on that exact model. The real floor is lower than invoice more often than buyers think.
Competing dealers
Several stores quote the same car against each other, directly through their managers, including stores in other states. Want to drive it first? We schedule the test drive with the dealer.
Market adjustments removed
An “ADM” or “market adjustment” is extra dealer profit, not a government charge. On most models it can be negotiated off entirely.
Fees and add-ons stripped
Nitrogen for tires, VIN etching, paint protection, and other pre-installed extras come off, or the price comes down to match. More in dealer add-ons to avoid.
The trade, separately
Your trade-in value is settled only after the new car price is locked, so one cannot hide the other.
The finance office
Rate markups and last-minute products caught in the finance manager's office review, before you sign.
How to negotiate a new car price: questions buyers ask
How do I negotiate a new car price at the dealership?
Negotiate the out-the-door price, not the monthly payment. Get written quotes from more than one dealer, settle the vehicle price before mentioning a trade or financing, and read every line before signing. Or hand the whole thing to our negotiators and skip the showroom. Use the out-the-door price checker to add up what a quote really comes to.
How much below MSRP is a good deal?
It depends on the model and the month. Popular models in short supply may sell near sticker, while slow sellers and outgoing model years often go well below invoice once incentives are counted. A good deal is one that is at or below what other buyers are paying for the same car right now, with no padding in the fees.
How much below MSRP will dealers go?
Down to whatever still makes the store money after holdback, dealer cash, and volume bonuses. That number is not printed anywhere, which is why competing quotes matter more than any rule of thumb.
Is a market adjustment legal, and can it be removed?
A dealer can generally ask any price above MSRP, as long as it is disclosed. But it is still just an asking price, and on most vehicles it can be negotiated down or off entirely, especially with competing dealers in play.
How do I get the invoice price on a new car?
Invoice estimates are published by pricing sites, but invoice is not the dealer's true cost, because of holdback and incentives. We negotiate from the full picture, not the invoice sheet.
Pay less than the dealer's number
Send the Car Link or the quote you have. We will tell you where the room is. Send the Car Link.