Panache45, I just went through the same thing after having spent the previous decade outside the country, and without a car. I hate all the BS one has to go through with dealers, so I researched like hell before making my decision.
First, before going to a dealer, find out the manufacturer’s invoice price for the model you want, and for each of the options, then total them up. You can get these values from several different major web sites that specialize in auto pricing. Generally, a fair dealer profit is 3-5% above the invoice figure.
There may be an additional item of dealer profit, known as “holdback”, that is paid by the manufacturer to the dealer to compensate for holding inventory. This may be up to to 3% and should be deducted from your final price if applicable.
Know the total invoice figure before you set foot in the dealership. The values on the web sites are generally correct. If the dealer claims otherwise, well, they would, wouldn’t they?
Of course, if the car you want is in great demand, (say, a Honda S2000), this above will not apply; you will likely pay MSRP, or even more.
Several automotive web sites also offer a free quote service, where dealers will E-mail or fax you their best offer. Even if you don’t buy the car this way, it’s useful to get a feel for the range of prices, and allows you to hone your negotiating skills over the phone, before the dealers have you in their clutches.
I sent out a call for quotes for the specific model I was interested in, and received five from various Eastern PA dealers within 30 miles of my address. There was a difference of about $1,000 between high and low quote. The first one I received was the lowest, and I accepted it after reveiwing the others. The price quoted was $40 over the verified invoice figure; in this case, there apparently was holdback involved, so dealer profit still ended up at about 4%.
Of the others, 2 bids were higher but reasonable; 2 involved some typical dealer BS, where they claimed that they were offering “$200 over invoice”, but actually had inflated the true invoice value by $300-$600.
You will get no better deal offering cash than would if you financed. Don’t discuss financial terms until after you’ve settled on a price.
Good luck.