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Letting The Cat Out Of The Bag: How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived, by James Bragg
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The Long-Hidden Truth About The New-Car Business In the mid-1990s, in response to the sudden easy access to dealer invoice prices when the Internet arrived, the auto industry launched a secret program to “redesign” the automaker-dealer financial relationship from the ground up, a process that has continued ever since. This game-changing fact was deeply buried until 2012, when James Bragg, the country’s leading automotive consumer advocate/activist, “cracked the code” and unearthed the truth. He describes that discovery process and shows how the total reconstruction of the invoice-retail price relationship has (a) turned the long-held consumer perception of “dealer cost” into absolute fiction, (b) radically transformed the nature of dealer cash incentives and (c) outdated the core assumption behind all the “target price” negotiating advice on the Internet. He then tells you how to apply that knowledge when you’re car shopping. Letting The Cat Out Of The Bag lets all the hot air out of the “boomfog” of information and advice you’re finding elsewhere. It will change forever the way you approach the process of buying or leasing a new car.
- Sales Rank: #902867 in Books
- Published on: 2014-03-26
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .24" w x 6.00" l, .33 pounds
- Binding: Paperback
- 104 pages
About the Author
James Bragg has been a full-time consumer advocate/activist for over 20 years as the day-to-day, hands-on founder-manager of Fighting Chance.com, a national information service that’s helped over 125,000 consumers buy or lease a new vehicle. Much of his knowledge has come from his personal contacts with tens of thousands of those customers. His objective has always been to uncover information and develop negotiating strategies that help consumers get the best deal available, often revealing truths no other information source is providing. His penetrating, “outside-the-box” analysis and recommendations fly in the face of over 30 years of conventional wisdom about how to buy a new car. He’s the author of the Car Buyer’s and Leaser’s Negotiating Bible, a Random House publication that notched 65,000 sales over four editions. He now owns the rights to the book and plans to update it. His business background is rich and varied. He’s been a Procter & Gamble Brand Manager and a Hunt-Wesson Foods New Products Director, and he’s managed the national corporate and regional dealer advertising programs for an auto brand. Mr. Bragg is a graduate of Phillips Academy (Andover), Yale University (Phi Beta Kappa) and the Harvard Business School.
Most helpful customer reviews
22 of 24 people found the following review helpful.
DON'T GO CAR SHOPPING WITHOUT THIS
By Kenneth E. MacWilliams
This book saved me a bundle. And it will again in a year or two when I go through this car acquisition process once again, and then again and again after that for as long as the state grants me a driver's license. So on a return-on-investment basis, this book is one of the best investments I have ever made. Just as satisfying has been how fog-lifting it has been, allowing one to see inside the process that no one really wants us to. Finally, it has raised my credibility with my sons. I'm 77 and they are 47 and 51. For a couple of decades now they have been sure that their dad is somewhat behind the times in almost everything, and particularly when it comes to buying or leasing cars which is a topic about which they are sure they know just about everything. So when I laid my "new knowledge" from this book on them, not only were they unaware of it but they were impressed, and even more impressed after they checked it all out and found it to be rock solid. For me therefore this book has been a ten-strike. I highly recommend it which is why I'm getting a pile of them to give to some of my best friends.
Kenneth E. MacWilliams
Portland, Maine
13 of 14 people found the following review helpful.
Very helpful if you are going to purchase a new car.
By Craig Whitaker
The information in this book was extremely helpful in confirming my and my wife's suspicions that the suggested "below MSRP car pricing" that we received through Consumer Reports and other car websites was not going to be helpful if we wanted to really know what we should be paying for our new Subaru. Mr. Bragg carefully makes the case that manufacturer's have very slowly increased their "invoice pricing" over time as way of of reducing the spread between the MSRP and the price a dealer pays for the car. This slow shifts conceals the actual profit that a dealer realizes through other discounts offered to dealers by manufacturers.
Mr. Bragg also runs an organization called Fighting Chance that publishes current information on individual car pricing. We paid $40 for information on the model of new Subaru we wanted to purchase and used that information to get the car well below the pricing suggested by Consumer Reports and other 3rd party car pricing sites (like Edmunds, American Express, AAA, etc.)
Letting The Cat Out Of The Bag is well worth the money!
8 of 8 people found the following review helpful.
A good primer to the nonsense behind the 'invoice price' scam ....
By Evitzee
A good primer on how little the consumer really knows on how much a particular car costs the dealer and how much 'profit' is in the transaction. Almost all pricing guides are based on the 'invoice' price and people try to shoot for that number even though the true invoice price can be many thousands of dollars below that through incentives, rebates, and secret dealer cash. And how 'TrueCar' is nothing more than a feeder website run by and for the profit of Consumers Reports, so they aren't squeaky clean as they present themselves to be.
What the book doesn't tell you is how to actually go about getting the best price, that is something you can probably figure out yourself (multiple dealers vying for your business !), or buy a complete report for the particular car you are considering and the strategy is included in the package. $39 for the first car, $15 for subsequent cars through the FightingChance.com website.
All in all it is worth knowing this information to understand that the invoice price is a scam and not indicative at all of what the car cost the dealer.
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