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Not sure if Pure Price applied to new 2013 models (I bought my 10 series on the last day of 2013), but I got a little over $2000 off MSRP.
The dealership said something about selling my 10 series at a loss to me because it was sitting on the lot for 6+ months and they wanted to get rid of it (not that I believe it anyway...)
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Smile on every turn.
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