It's the old "We mark em up so we can mark em down" scam...Purely a BS charge..
Start at MSRP and work from there. Ask what they will come off of MSRP, Then ask about the Discounts, USAA, Supplier, Employee, etc....Also don't always trust their finance person to figure the correct TT&L fees.. sometimes dealers that like to do add-ons add their own little fee in there for taking care of that for you...And beware of their DOC fee.. some are cheaper than others and some don't charge any at all...
Good luck Car Shopping!
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