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Don't let the dealers fool you. They won't give the best price on your trade in, sadly that's just how dealers work. However, Jan/Feb is a great time to buy. You should search around for left over 2013 models on both the Prius C and the FR-S.
I got a Prius base model for $19k out the door last February. Prius C's were even cheaper. They needed to get rid of the 2012 models to bring in the 2013's. Then in June I bought my FR-S for $23k out the door and it had several upgrades, but it was one of 3 2013's they had left (they still have the other two and they're going for cheap, but they're Argento and Hot Lava).
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