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We have three costs here.
1. MSRP
2. Cost - What dealers will say they paid for the car
3. Actual cost - What dealers actually paid after "bulk buying" and special discounts.
I paid $200 over Cost for 3 cars...including my 02 Z28 (and 2002 cash back) and $100 over cost for the KIA. They just want to keep your business. I, personally, would never expect to pay below Cost unless I was getting another combined incentive (like the 2002 cash back). You can do it. Like Moose said, you just need to find the dealer that's going to want to keep your business for life. You can do it.
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