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You can check Edmunds.com to see the average price people are paying in your area. That gives you a middle of the road figure to determine whether you're getting a great deal or getting ripped off.
When I bought my BRZ, the BRZ limited was going for about $1700 less on average than the comparable FR-S in my area. I attribute that entirely to this Pure Price garbage. The Subaru dealers were willing to deal, whereas the Scion dealers were using Pure Price as an excuse to charge people a lot more for basically the same car.
BTW, you're much more likely to get a good deal on a car if you're buying at the end of the month and the dealership hasn't met its monthly sales goals yet. I suspect (although I couldn't be sure) that even the Scion dealers would be willing to work with you on the last day of the month if they haven't met goal. The last day of the month is usually the best day to buy a car.
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