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Dealerships need to make money too. Bottom-line, walk in with all your ducks in a row (what you'd like to pay, financing, etc). I recently purchased a 2013 BRZ premium for $300 below invoice. I had arranged my own financing at 1.99%. The dealer got me 1.59% and extended my waranty to 4 years/60000 miles. Dealerships get a kickback when they arrange the financing. I was happy with the price and so was the dealership.
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