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

Written by James Bragg
4.85 98,986 ratings
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About this ebook:
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
About the Author
James Bragg

James Bragg is a writer and avid reader based in the Pacific Northwest. Before pursuing writing full-time, they spent over a decade working in education. When not working on their next book, James Bragg can usually be found hiking with their dog or trying out new coffee shops in their neighborhood.

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Masterpiece from start to finish. The author orchestrated a breathtaking finale. Truly a work of art. 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.
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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.
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Exceeded all my expectations. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece.
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I was completely blown away. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
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Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. Quite impressive overall.
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A profoundly satisfying read. The prose is exquisite. It’s accessible yet undeniably sophisticated. An absolute must-read for connoisseurs of the genre.
Mark Thompson
Mark Thompson September 01, 2025
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 wonderful companion for a quiet weekend.
Charles Flores
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Exceeded all my expectations. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An effortless 5 stars.
Betty Ramirez
Betty Ramirez June 11, 2024
It was adequate. Certain acts were fascinating, while others felt like a slight endeavor to complete. Suitable if your reading queue is empty.
Dorothy Wilson
Dorothy Wilson November 25, 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.
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A decent, if standard, experience. It verged on repetitive in the second act. A more concise edit would have served it well. Unlikely to reread, but a reasonable expenditure of time.
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I was completely blown away. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An effortless 5 stars.
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Honestly one of the most premium reading experiences lately. The author orchestrated a breathtaking finale. Truly a work of art. Worth every moment spent reading.
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Nicholas Hill March 04, 2025
Excellent, though slightly flawed. A brilliant concept executed with flair. Just a few pacing choices I would change. I would highly recommend this to discerning readers.
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Absolutely brilliant. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I will undoubtedly revisit this masterpiece.
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Deborah Roberts November 11, 2024
Absolutely brilliant. I adored how the story unfolded. It kept me captivated without sacrificing elegance. An effortless 5 stars.
Brian Sanchez
Brian Sanchez February 13, 2024
A profoundly satisfying read. I became deeply invested in the protagonist's journey. A masterclass in storytelling. An absolute must-read for connoisseurs of the genre.
Nicholas Johnson
Nicholas Johnson September 07, 2025
I was completely blown away. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. An effortless 5 stars.
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Stephanie Anderson August 24, 2024
I thoroughly enjoyed the elegance of it. It held my rapt attention, even when certain twists were telegraphed. A solid 4 stars from me.
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Laura Torres December 12, 2025
Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. I would highly recommend this to discerning readers.
Karen Anderson
Karen Anderson June 11, 2024
Took a moment to build, but the payoff was spectacular. It held my rapt attention, even when certain twists were telegraphed. A wonderful companion for a quiet weekend.
Margaret Flores
Margaret Flores October 12, 2025
A decent, if standard, experience. It verged on repetitive in the second act. A more concise edit would have served it well. Perfectly average.
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Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. Quite impressive overall.
Betty Clark
Betty Clark December 26, 2024
Masterpiece from start to finish. I adored how the story unfolded. It kept me captivated without sacrificing elegance. I will undoubtedly revisit this masterpiece.
Donna Sanchez
Donna Sanchez June 12, 2025
Took a moment to build, but the payoff was spectacular. Beautiful writing, though I craved slightly more depth in the lore. Still, undeniably engaging. I would highly recommend this to discerning readers.
Melissa Taylor
Melissa Taylor January 24, 2024
I was completely blown away. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
Christopher Martinez
Christopher Martinez September 16, 2025
A very strong entry. The middle had a deliberate pace, but the climax was phenomenal. A wonderful companion for a quiet weekend.
Linda Green
Linda Green July 17, 2025
A profoundly satisfying read. The pacing was impeccable and the characters felt incredibly authentic. I was completely immersed. I am now a lifelong fan of this author.
Karen Gomez
Karen Gomez October 22, 2025
Exceeded all my expectations. I adored how the story unfolded. It kept me captivated without sacrificing elegance. A true literary gem.
David Scott
David Scott August 25, 2024
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.
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Rebecca Phillips April 30, 2025
Exceeded all my expectations. The prose is exquisite. It’s accessible yet undeniably sophisticated. A true literary gem.
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