If you are buying a new run of the mill car and are not picky about colors/options, you are basically buying a commodity - every new car of the given make and model is just like the next. If you also happen to live in the U.S. near a metro area, chances are that there are a ton of dealerships nearby willing to compete to get their high-value inventory off the lot.
You can turn the tables around quite easily and stress free (and have some fun in the process). Here is a car-shopping tactic I learned in a negotiation class some four years ago, used when shopping for a new car a few months later, and got a significant discount to the original ask. It really works well.
Shop towards the quarter-end. If you can help it, shop as close to the quarter-end as you can. If it's raining - even better. It's incredible what sales guys will do to get one more car out of the lot before quarter-end on a rainy day with no one in the showroom.
Get Consumer Reports Wholesale Price report. This gives you a good approximation for what dealer pays to get the car.
Compile a list of dealerships in 20-50 mile radius. For some brands you can even see their inventory online, which is fantastic.
Call dealers one by one. Be very professional, polite and don’t get emotional. Here is the script -
- I need to buy a new car. I am paying cash and can buy today.
- I am looking for $Make and $Model in $Color and I see you have $N cars like that on the lot. I've checked the Consumer Reports Wholesale Price which lists this vehicle at $X. The additional cost for $Options is $Y, which makes the total cost to dealer to $Z.
- Please call me back and tell me the best price you can offer out the door [1]. Do not include taxes, title, or tags which I will handle on my own.
As you get quotes from the dealers, thank them for their time and inform them of the lowest quote you currently have. They will sure call you back. Be prepared that some dealers will get really pissed and emotional, but just remain professional and polite. There is really no need to lie or waste anyone's time, the process works itself out beautifully. You’ll get a great deal before you even step foot in the dealership.
If you are leasing or financing, it doesn't work as smoothly (more levers to pull), but it is doable. I also don't think it would work as well for high-end brands with fewer dealers around.
[1] This is part of car dealer lingo and for some reason it resonates really well.