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

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

4.85 35,934 ratings · 5,625 reviews
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Overview: 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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Published August 15, 2012
ISBN 23635860
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James Bragg
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After spending years working in the corporate world, James Bragg finally decided to pursue a lifelong passion for writing. They currently reside in a quiet suburb where they spend most of their time outlining new stories, reading extensively, and occasionally attempting to bake.

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Dorothy  Davis
Dorothy Davis February 24, 2025
A very strong entry. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend.
Susan Flores
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Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. Quite impressive overall.
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Such a rich narrative. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
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Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. A true literary gem.
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Nancy Hall October 27, 2024
Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. An effortless 5 stars.
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Dorothy Rodriguez July 10, 2025
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George Mitchell
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I find myself somewhat conflicted. Certain acts were fascinating, while others felt like a slight endeavor to complete. A fair 3 stars.
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A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. Worth every moment spent reading.
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Such a rich narrative. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. Worth every moment spent reading.
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Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I will undoubtedly revisit this masterpiece.
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Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem.
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Masterpiece from start to finish. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem.
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Absolutely brilliant. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An effortless 5 stars.
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Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. Worth every moment spent reading.
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A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. A true literary gem.
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Masterpiece from start to finish. The prose is exquisite. It’s accessible yet undeniably sophisticated. An effortless 5 stars.
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I was completely blown away. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. Worth every moment spent reading.
Karen Harris
Karen Harris January 11, 2024
Absolutely brilliant. The author orchestrated a breathtaking finale. Truly a work of art. I will undoubtedly revisit this masterpiece.
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Laura Collins February 14, 2024
Such a rich narrative. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre.
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Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. A true literary gem.
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Rebecca Brown March 11, 2025
Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. A solid 4 stars from me.
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A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author.
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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. Worth every moment spent reading.
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Donna Parker March 01, 2024
A profoundly satisfying read. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An absolute must-read for connoisseurs of the genre.
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Susan Davis July 31, 2024
Masterpiece from start to finish. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author.
Stephanie Jones
Stephanie Jones June 17, 2025
A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre.
Sarah Mitchell
Sarah Mitchell October 23, 2024
Such a rich narrative. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem.
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Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem.
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An acceptable diversion. The tempo was somewhat languid, and I found my mind wandering. Not poor, simply average. Perfectly average.
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Exceeded all my expectations. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem.
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Susan Clark April 04, 2025
Such a rich narrative. 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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Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. An absolute must-read for connoisseurs of the genre.
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Exceeded all my expectations. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author.
Jessica Hall
Jessica Hall September 03, 2024
A profoundly satisfying read. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. A true literary gem.
Dorothy Sanchez
Dorothy Sanchez January 27, 2025
Honestly one of the most premium reading experiences lately. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem.
Richard Cruz
Richard Cruz July 28, 2024
An acceptable diversion. The prose was competent, yet the characters lacked the depth I usually seek. Suitable if your reading queue is empty.
Daniel Green
Daniel Green June 11, 2025
A profoundly satisfying read. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. A true literary gem.
Dorothy  Davis
Dorothy Davis October 09, 2024
Such a rich narrative. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. Worth every moment spent reading.
Nancy Perez
Nancy Perez April 13, 2024
Absolutely brilliant. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. An effortless 5 stars.
George Mitchell
George Mitchell February 03, 2024
Absolutely brilliant. The author orchestrated a breathtaking finale. Truly a work of art. A true literary gem.
Donald Carter
Donald Carter June 27, 2025
A profoundly satisfying read. The prose is exquisite. It’s accessible yet undeniably sophisticated. I am now a lifelong fan of this author.
Steven Miller
Steven Miller October 28, 2025
Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. A very distinguished novel.
Paul Flores
Paul Flores August 02, 2025
Excellent, though slightly flawed. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend.
Charles Green
Charles Green April 14, 2025
I was completely blown away. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
Dorothy Rodriguez
Dorothy Rodriguez August 14, 2024
A highly sophisticated read. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A wonderful companion for a quiet weekend.
Jessica Johnson
Jessica Johnson July 31, 2025
An acceptable diversion. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. Perhaps more aligned with a different audience's tastes.
Andrew Taylor
Andrew Taylor June 20, 2024
Not entirely to my refined tastes. The prose was competent, yet the characters lacked the depth I usually seek. Perhaps more aligned with a different audience's tastes.
Laura Thomas
Laura Thomas March 17, 2024
Not entirely to my refined tastes. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. A fair 3 stars.
Jennifer King
Jennifer King December 21, 2025
Exceeded all my expectations. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An absolute must-read for connoisseurs of the genre.
George Perez
George Perez December 07, 2025
A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author.
Edward Johnson
Edward Johnson November 09, 2025
A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars.
Dorothy Allen
Dorothy Allen December 07, 2025
A highly sophisticated read. The protagonist was compelling, though some subplots felt slightly overshadowed. Quite impressive overall.
Eric Anderson
Eric Anderson May 29, 2025
I find myself somewhat conflicted. It verged on repetitive in the second act. A more concise edit would have served it well. Perfectly average.
Dorothy Sanchez
Dorothy Sanchez October 30, 2024
Masterpiece from start to finish. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I am now a lifelong fan of this author.
Dorothy  Davis
Dorothy Davis November 05, 2024
A very strong entry. The protagonist was compelling, though some subplots felt slightly overshadowed. A wonderful companion for a quiet weekend.
Sarah Mitchell
Sarah Mitchell July 16, 2025
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.
Susan  Davis
Susan Davis May 18, 2025
I find myself somewhat conflicted. It possessed moments of brilliance, but the narrative felt slightly disjointed ultimately. Perhaps more aligned with a different audience's tastes.
Daniel Sanchez
Daniel Sanchez April 11, 2024
Excellent, though slightly flawed. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. Quite impressive overall.
Susan Clark
Susan Clark February 15, 2025
Took a moment to build, but the payoff was spectacular. The middle had a deliberate pace, but the climax was phenomenal. A very distinguished novel.
Ryan Adams
Ryan Adams January 20, 2024
A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. An absolute must-read for connoisseurs of the genre.
Jessica Hall
Jessica Hall August 10, 2024
Such a rich narrative. I became deeply invested in the protagonist's journey. A masterclass in storytelling. I am now a lifelong fan of this author.
Margaret Baker
Margaret Baker December 30, 2025
Took a moment to build, but the payoff was spectacular. It held my rapt attention, even when certain twists were telegraphed. A very distinguished novel.
Jennifer Lee
Jennifer Lee September 03, 2025
Absolutely brilliant. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading.
Deborah Collins
Deborah Collins August 27, 2024
Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. A solid 4 stars from me.
Brian Nelson
Brian Nelson March 11, 2024
I thoroughly enjoyed the elegance of it. A brilliant concept executed with flair. Just a few pacing choices I would change. A wonderful companion for a quiet weekend.
Stephanie Hill
Stephanie Hill December 11, 2025
Took a moment to build, but the payoff was spectacular. The protagonist was compelling, though some subplots felt slightly overshadowed. I would highly recommend this to discerning readers.
Karen Cruz
Karen Cruz August 04, 2024
I find myself somewhat conflicted. The prose was competent, yet the characters lacked the depth I usually seek. Perhaps more aligned with a different audience's tastes.
Deborah Allen
Deborah Allen July 11, 2024
I thoroughly enjoyed the elegance of it. The middle had a deliberate pace, but the climax was phenomenal. I would highly recommend this to discerning readers.
David Lewis
David Lewis October 29, 2024
A profoundly satisfying read. The author orchestrated a breathtaking finale. Truly a work of art. I am now a lifelong fan of this author.
Laura Diaz
Laura Diaz September 19, 2025
Absolutely brilliant. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
Betty Campbell
Betty Campbell May 07, 2025
Honestly one of the most premium reading experiences lately. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
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