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When I got the Subaru Loyalty Coupon, SoA said to not tell the dealer about it until the very end. That way, just like Tcoat said, they won't factor the coupon into other negotiations. After we were settled on the final price, I said I have something else here as well and took out the Loyalty coupon. :-)
If it doesn't specifically say you need to show it upon arrival or before negotiations, then you should be able to bring it up at the end.
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