Re: What is the "real" dealer price is?
Don't forget the so called "stair step programs". As already stated above built into invoice is a 3% holdback. On top of that there are volume programs that go to the dealer if they hit their "objective" or quota. The amount of money differs month to month as well as which cars get money back. Last month 2011 GCs payed extra if the dealer hit their objective. This month it counts toward the overall objective but does not have any money back from the manufacturer. There are different amounts back from the manufacturer based on the percentage of the objective hit(50% 85% 100%) Depending on the month and the vehicles that qualify the money back is anywhere from $300 and up.
Also, the GC doesn't have this, but each vehicle can have even more based on how many they sell. For example the if the manufacturer tells the dealership they need to sell 3 Rams this month and the dealer does then they get $1500 back per Ram retro to unit 1.
Best thing to do is find a volume dealer who goes after that objective every month and has a great service department.