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Letting The Cat Out Of The Bag: How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived

Penned By James Bragg
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Letting The Cat Out Of The Bag: How The Auto Industry "Redesigned" The Dealer Invoice Price When The Internet Arrived

Penned By James Bragg
4.85 19,668 Ratings
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Editor's Note:
If you believe: (a) that those big new-car pricing websites are telling you the whole truth about today’s automaker-dealer financial relationship, (b) that “the dealer invoice price” minus “holdback” is what dealers really end up paying for cars, (c) that you should aim for the “target prices” those sites recommend (Fair Purchase Price, True Market Value, Good Price, Great Price, etc.), (d) that “clicking through” for quotes from their “dealer networks” will get you the best price available, and/or (e) that the dealer is your enemy (he’s not), you must read this eye-opening book.James Bragg has been an automotive consumer advocate for over 20 years.As the hands-on owner-operator of Fighting Chance, a national new-vehicle information service, he’s logged over 60,000 hours focused on one subject: the consumer’s purchase and lease of new vehicles. He long suspected that the factory-dealer financial relationship had been changed dramatically after the Internet arrived, making the information and advice that is still promulgated on those new-car pricing websites obsolete and misleading. Several common-sense “red flags” almost shouted that “the dealer invoice price” couldn’t be anywhere near the real dealer cost of any new vehicle. Some of his most revealing insights on this issue have come from the post-purchase phone calls and transaction reports he’s received from tens of thousands of Fighting Chance customers. They’ve provided the building blocks that have helped piece together a behind-the-scenes picture of how the money side of the retail auto business really works today — a picture often aided by post-purchase comments made by loose-lipped dealer personnel.The big breakthrough came in 2011, sparked by the analysis of a major import brand’s January price increase. A subsequent broader analysis of brand-by-brand price changes over several years revealed an industry-wide pattern, completing a credible, fact-based picture of the whole truth and leading to a single, incontrovertible conclusion. It’s one that will make you question the value of the information and the negotiating advice you’re finding on those new-car pricing websites and getting from other consumer-oriented organizations like Consumer Reports. Either they don’t know the whole truth about the industry’s “redesign” of the dealer invoice price (shame on them), or they don’t want you to know it (double shame on them). This book takes you briskly through the quest to uncover the facts — an eye-opening revelation that will change forever the way you view and approach the car-buying process.

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Released August 15, 2012
Identifier (ISBN) 23635860
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James Bragg
The Mind Behind the Work
James Bragg

James Bragg is the author of several novels. Originally from the East Coast, they now live in the Midwest with family. In addition to writing, James Bragg enjoys gardening, cooking, and reading way past bedtime. Their work often explores the complexities of everyday life and human relationships.

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"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Masterpiece from start to finish. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I will undoubtedly revisit this masterpiece."
Joshua Jones
Joshua Jones September 18, 2025
"Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. I will undoubtedly revisit this masterpiece."
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"Absolutely brilliant. The prose is exquisite. It’s accessible yet undeniably sophisticated. An absolute must-read for connoisseurs of the genre."
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"Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. An effortless 5 stars."
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"Honestly one of the most premium reading experiences lately. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. I am now a lifelong fan of this author."
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"Exceeded all my expectations. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem."
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"Honestly one of the most premium reading experiences lately. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece."
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"I was completely blown away. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author."
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"Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. I will undoubtedly revisit this masterpiece."
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"I was completely blown away. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An effortless 5 stars."
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"Such a rich narrative. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece."
George Thompson
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"Took a moment to build, but the payoff was spectacular. The protagonist was compelling, though some subplots felt slightly overshadowed. A very distinguished novel."
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"I was completely blown away. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece."
Donald Hernandez
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"Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. Worth every moment spent reading."
Kevin Williams
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"Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading."
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"Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. A very distinguished novel."
Sarah Harris
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"Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An effortless 5 stars."
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"Masterpiece from start to finish. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An absolute must-read for connoisseurs of the genre."
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"Masterpiece from start to finish. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. Worth every moment spent reading."
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"Took a moment to build, but the payoff was spectacular. A brilliant concept executed with flair. Just a few pacing choices I would change. Quite impressive overall."
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"Excellent, though slightly flawed. The protagonist was compelling, though some subplots felt slightly overshadowed. A solid 4 stars from me."
Emily Campbell
Emily Campbell January 10, 2025
"A decent, if standard, experience. Certain acts were fascinating, while others felt like a slight endeavor to complete. Unlikely to reread, but a reasonable expenditure of time."
Rebecca Moore
Rebecca Moore January 26, 2025
"A highly sophisticated read. A brilliant concept executed with flair. Just a few pacing choices I would change. Quite impressive overall."
Nicholas Edwards
Nicholas Edwards January 14, 2025
"Such a rich narrative. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading."
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