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Dealers make alot in profit profit from new cars by high sales volume and when they charge you labor for accessory installations not to mention when the finance person tries to sell you extended warranties/paint protection/lojack -especially on a hot car and, of course, provided it's a brand people want unlike Kia (hehehehe -couldn't resist!).
Although used cars are more affordable, the're like milk with a limited shelf life but between the miniscule amount they paid for the trade in and the markup there's a lot of wiggle room to negotiate.
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