Radio ad: “You can get this truck at $27,999; which is 30% below MSRP.”
What is MSRP? I know what it stands for; but why is it relevant? Who ever said the “M” gets to “S” an “R.P.?” That’s not their job; there is some built-in bias. And assuming the dealership is making a profit on the sale at $28K, why do the manufacturers suggest hosing the consumer so bad?
I always check prices against DWAP, or Dave’s Walk-Away Price. Almost everything is at least 30% above the DWAP.
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