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These sort of 'targeted deals' often serve a few purposes.
The first is that it can get higher specced and desirable cars onto the forecourt for the dealer who can then make a got return on them.
The second as you surmised is that it allows the dealer to shift in stock cars thus bolstering their sales.
It also allows a dealer to offload unpopular or end of line cars to naive people who think they are getting a great deal.
Sometimes however a really great deal does spring up. I for instance very nearly fell for an F10 M5 which was offered at a £35k discount (brand new).
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