There are several types of discounts that you get on your new car purchase, including rebates (which are automatically deducted from the suggested retail price by the manufacturer) and a cash reduction off the manufacturer's suggested retail price. This reduction is given by the dealer.
Considerations
Negotiating is necessary when looking for a dealer discount. You should email same-make dealers in your area for the best price (before any manufacturer's rebates) on the vehicle you want. If you receive a decent quote from one, ask another dealer if he can beat that price. Be ready to buy--dealers will often meet your low number if you take the vehicle the same day.
Time Frame
The best time to find discounts on the vehicle you intend to purchase is at the end of the month. Because dealerships run on a month-to-month schedule to reach goals, dealers are more likely to meet your desired number at the end of the month to achieve their cash bonuses. Dealer rebates also change monthly, so if you want to take advantage of the rebates that you see advertised, you'll have to do it before the end of the month.
Misconceptions
Dealers do not take a loss when offering rebates. The manufacturer gives rebates off of the MSRP to entice buyers, but they also reimburse the dealers for the loss. The manufacturer also provides the different monthly programs and rebates. The dealer does not know what the manufacturer will offer in discounts for the upcoming month until the next month begins.
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