Dealer invoice vs. MSRP?

[dragoneggs]

Is there a set percentage? Does this vary dealer to dealer? What should I expect between dealer invoice price vs. MSRP for a new ordered JLR?

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[mark203]

The MSRP and Dealer Invoice prices are set by the factory, and are listed for every vehicle and option in the document linked in this thread: https://www.jlwranglerforums.com/fo...jlu-4-door-order-guide-updated-monthly.80490/

and here (for the 2 door): https://www.jlwranglerforums.com/fo...-jl-2-door-order-guide-updated-monthly.80533/

That being said...
The dealer is pretty much free to charge what they want. That is what the 'S' in MSRP means... suggested.

When you read about "under invoice" the reference is the invoice price.

If you look at the price differences, their margins are actually pretty thin... on paper.

There are other ways dealers can make money, through volume incentives, etc. between them and the factory but you, the customer, don't see any of that.

They also get incentives for closing financing deals, which can soften their position on up-front price, as they make up the difference and more on the back side.

If you are ordering, the time to have a solid agreement about pricing, etc. is before you put down a deposit and ink the deal. An honest dealer will have no problem doing that.