Being in the business for 23 years now I can offer a few helpful suggestions:
* You have to compare apples to apples when price shopping and the only way to do that is to use "Out the Door" numbers and base those on the address you plan to register the vehicle. However, keep in mind, most out of state dealerships - if you are expanding your price shopping that far - cannot include truly "all" of the necessary fees and taxes that your in state dealership can. For example, here in TN, the tax rate is 7% for the state and around $131 for a new license plate. If you buy a car in a different state and register it in TN they might charge you the state sales tax, but cannot charge you for a new plate as they don't have the ability to register your car for you. They'll more than likely charge you $20 or so for a "temp tag" which is good for 60 days until YOU go to your home DMV and PAY to register the vehicle. Certain counties and municipalities have local taxes or fees that out of state dealers cannot charge you but you will have to pay when you get home.
* To truly price shop you literally have to compare two vehicles that are the same model/trim/and true MSRP. If Dealer B has the exact MSRP vehicle as Dealer A but has an addendum sticker (the little thin home made strip next to the Moroney Label window sticker) with $XXXX in fluff such as ceramic coatings, pinstripes, nitrogen in the tires, etc.....I would just skip that Dealer altogether. That dealer has a business model that is going to emphasize front end gross profit and statistically speaking, the odds of getting the better deal there is slim. However, while two vehicles may *seem* the same, one may have accessories from the factory - bedcover, all season mats, running boards, etc - the one with those accessories from the factory is going to have a higher floor that a dealer is willing to settle for since the factory invoice is higher for the dealership with those accessories. There is no such thing as a free lunch.
* A good attitude and being upfront will get you a better deal than being a jerk and lying/misleading. Throwing a trade in at the end when you said you definitely weren't going to trade in just wastes everyone's time. Plus, if you've already negotiated the best deal and throw in something in the end.....you're going to get rough to average wholesale value at best. If every bit of profit (or most of it and the least a dealer deems acceptable) has been scooped out, there is no place to go. As far as trades, many/most states have trade-in tax credits since you paid tax on the trade the first time, at least in TN, you just pay tax on the difference. You buy a $40K vehicle and your trade value is $25K....you pay taxes on the difference of $15k, not the full amount. With our 7% tax rate, that saves you $1750 versus selling your car privately and having to pay the tax amount on the full new vehicle price. And, yes, the dealership will spend a certain amount of money to recondition the vehicle for sale and definitely will sell at a profit. Why else would they accept a trade in other than to resell at a profit?
* Most manufacturers offer incentives that are based on conditions - Owner Loyalty means you CURRENTLY have that brand in your household not just used to have one; Military Appreciation at least for our brand requires you to be active duty, 100% disabled from Service, or having served 20 years and retired not just enlisted 10 years ago; APR Bonus Cash requires you to finance at the promotional rate; Customer Cash is IN LIEU of taking the promotional rate - there is a difference.
* Our dealer group is a no haggle dealership. That means truly no negotiating at all. We cannot throw in a free oil change, key chain, take $50 off the car, add all season floor mats, etc. If we did, it truly wasn't our best price now was it? That being said, if you have the time and resources to call 20 dealerships and get fed a bait and switch by half of them or agree then have something extra added at the end - so be it. 99% of our customers just enjoy coming in, knowing the exact price and total, and buying it and leaving in an hour or so. The back and forth is really what takes the majority of the time - it's a time suck for customers and ethical dealerships alike.