Can a dealer take off more than $1000 on a Chevrolet Equinox?

[60 Million Voted Me]

At the dealer - and he offered to take off $1000 off the MSRP of the new SUV. He said they don't make much off the Equinox. We then were considering a higher model (that is $4500 more than the base) and he didn't change the discount. We getting ripped off or is the dealer right?

How much is reasonable to expect off?
** I have a couple of rebates - GM loyalty and GM points

[Mandalorian]

You should be able to get 11% off MSRP, if you do it right.

[mccoyblues]

Don't listen to the salesman. SUVs have the largest profit margin of any vehicle type.

$1000 off the top is nothing. They offer that before you even begin to get down to serious negotiating.

Here's what you do. Go to any of the online price guides and look up the INVOICE price of the car, equipped with all the options the way you want to buy it. Then subtract all of the available cash back offers, rebates or cash incentives that are available for the vehicle. That is the price you offer the dealer. If they want to sell the truck they will have to accept your offer or justify why they are asking for you to pay more. Let the negotiating begin. In the end you should be able to buy the car for about 20% under retail sticker price.

[mccoyblues]

Don't listen to the salesman. SUVs have the largest profit margin of any vehicle type.

$1000 off the top is nothing. They offer that before you even begin to get down to serious negotiating.

Here's what you do. Go to any of the online price guides and look up the INVOICE price of the car, equipped with all the options the way you want to buy it. Then subtract all of the available cash back offers, rebates or cash incentives that are available for the vehicle. That is the price you offer the dealer. If they want to sell the truck they will have to accept your offer or justify why they are asking for you to pay more. Let the negotiating begin. In the end you should be able to buy the car for about 20% under retail sticker price.