I’ll give you a hint, the only person in the dealership who really cares about the price is the customer and if you negotiate only on price you’ve already lost.
https://www.coxautoinc.com scroll to the bottom and look at the companies they own.
KBB - where you check vehicle values
Cars.com - where you search for cars
Autotrader - another place to look for cars
Dealertrack - dealership software
Vinsolutions - dealership software
Dealer.com - majority of dealership website host
Manheim - dealership auction for most of America
Dealer-auction.com -the other major dealer auction
Vauto - dealer used car pricing tool
Then there’s TrueCar, the company that almost every third party company uses to manage their employee or group discount program. Companies that use them, USAA, AAA, Costco, Sams and thousands of other companies. The pricing you get from these companies is actually set by the individual dealership and each dealership can see how all the other dealerships in their area are pricing their cars as well (Vauto does this as well but isn’t a consumer tool). All of these companies are in some way owned by someone with interest in selling cars but ultimately pricing is still market based.
The funny thing is the only reason the dealership cares about pricing (ignoring small dealers and rural dealers) is to increase sales volumes. The majority of profit for the a dealer comes from factory sales incentives (salesmen generally know nothing about this money) and the finance department. I can’t talk about factory incentive. The finance department is really the profit center for a dealership and there’s no secrets there either, luckily for the dealer America is primarily made up of C and D students who most likely only passed math class because the teacher felt sorry for them.
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