What Dealer Cashback Means To Car Buyers
Question From Steve: According to the Autobrag web site there is a $1000 cash to dealer unpon sale until Nov 30 on Hyundia Genesis Coupes. The dealer response in the braggeles says there is none and also commented it would not matter as that was dealer money not customer. can you verify the incentive for me?
Queen of the Road: Hi Steve. We have verified the cash incentive and it is a current offer according to AutoNews.com. I’ll email you the document that shows the incentive.
Now that we assume it is good to go… the dealer is technically correct in the sense that “dealer cashback” has nothing to do with the consumer directly. However, the dealer is INCORRECT in saying the dealer cash back does not matter… why? The dealer cashback incentive is used by manufacturer to help dealerships move cars off of their lot. Most dealerships will use the incentive to discount the car more than usual in an effort to generate sales. However, some dealerships will NOT pass the savings on to the consumer. We find this rather shortsighted and would not do business with a salesperson that has this kind of attitude.
The correct attitude would be….”Yes we do have $1,000 dealer incentive and we are willing to discount the car and take an additional $500 off on top of that to split the difference with you on the dealer cashback.” Remember that by using AutoBrag and AutoBragBlog you are in the top 1% of car buyers when it comes to being informed. In many instances you will be better prepped than the actual sales person which is pretty sad but very common in the industry.
This is YOUR car buying experience and you should tailor it the way you want it to be. The economy is in the dumps…you are spending your hard earned money so make sure you enjoy the experience.
