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Most dealerships build in anywhere from 5% to 15% markup on new cars, though it varies wildly by model, demand, and how desperate they are to move inventory. You've got real leverage if you shop around and get quotes from multiple places - dealers hate losing a sale to a competitor. A reasonable target is negotiating them down 8-10% from their asking price, but honestly, that number shifts depending on whether the model's hot right now or sitting on the lot. Do your homework on what others are paying for the same car in your area before you walk in, and don't let them pressure you into deciding that day.
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