I bought a car about a year ago. You need to be able to do several things to get a good deal.
- not need a specific car. if you want one specific car (kinda sounds like you do...) you are going to be out of luck, because you HAVE to be able to say no or else you will almost never get a good deal - exceptions can be had of course, but in general, if you *need* the car or *really want* one specifically, the dealer can tell, since it's basically their fulltime job to do this
- know what value your car is (if trading in) and what the car is worth!
- be able to stick firm to a decent price and not cave right away to their counter offer
- have a fairly good idea of the price point you will pay vs walk away. it's way easier to negotiate if you know "I won't pay more than 16000 for this car" than "I want a good deal!"
In the dealership the sticker was 10888 with a 9888 online price (these will often be different). The nadaguides average "clean" retail price was a bit over $9k. The car was roughly a $6825 tradein value from NADA Guides online (which as far as I know takes actual numbers for what similar cars were traded in for, etc). $1000 of that "cost" was from mileage, so the car, if you removed the average mileage effects, was valued less for tradein.
After eyeing it online and looking at it in person and getting an offer from them - which I declined - they dropped the price 1k online, so I went in and talked to them, figuring they wanted to move the car.
I offered $6900 as my initial offer (keep in mind sticker price on the lot was $9888 even with the 1k discount). This would have been 20% off the newest internet price, more off the sticker or sticker from a few days prior.
When they come back with another offer, probably maybe a small bit off the actual sticker with a sad line about how they are willing to compromise with you even though your offer is unreasonable, stick firm. Most people probably cave here, thinking they got the dealer and successfully negotiated a few bucks, while the dealer smiles and makes a lot of money.
If you are not able to convince them you can walk away and not care, and maybe you cannot, you are going to have a hard time getting a good deal on it. If you want the specific car and want to haggle down some of the cost to feel like you got a good deal, you'll get a few hundred or even a thousand or so off.
For what it's worth, the offer process in my case went like this:
10888/9888 sticker/online price
9888/8888 sticker/online price after reduction
6900 initial offer
8725 counter
7100 from me
8500 from them
7375 from me
7500 from them
I happened to initially only be looking for a $7300 sale price, but low fees (only $70 as compared with the $200 or so I planned on) as well as a good deal on my tradein ($1500 vs the $1300 or so it was generously worth) let me accept an offer slightly higher than I originally wanted.
Factors you want when you look for a new car -
- car been at dealer for a while, they want to move it
- common car, lots of them made
- not overly high demand, don't expect a great deal on a car that everyone wants
- you want to not need a new vehicle in the immediate future
If it's not one of those, be very well prepared to walk away if you don't get a great deal.
Also ask about any fees you get, many of them are probably somewhat unnecessary or negotiable. Most people just accept them from the dealer but some you can negotiate and it's part of the car cost to you as the consumer.
Hope this helps, it was somewhat jumbled and a lot of thoughts. Key to getting a good deal is to know information (car values, etc), not need a vehicle or want that specific one, and have a set price you are going to buy the car vs walk away at.
Finally I've said it before but - Be prepared to walk away!