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The salesperson coming back and saying their margin is 6% is just a sales tactic to quickly dissipate any attempts of negotiation beyond that.
Invoice pricing is more like 8%, plus there is typically a 1-2% in dealer "holdback" cash.
The best way to negotiate this would be to involve multiple dealers and get them to bid on your business. You should still be able to achieve anywhere between 8-12% off pre-incentive.
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