MSRP = Manufactured Suggested Retail Price. This is the retail price of the car.
Invoice price = dealer's cost for the car. This is the wholesale price. This is the price that the dealer would pay for the car if he didn't sell it. For most dealers, this information is something that they absolutely do not want you to know, but you can find it at
http://www/edmunds.com
Holdback = After the confirmed sale of the car, the manufacturer will pay the dealer an amount between 1.5% to 3% of the invoice price. This is the holdback, or "dealer incentive."
Here's the basic guideline: dealers must sell cars. For everyday that a single car sits on their lot, they lose money by (1) the cost of the lot space, plus crews to keep the car clean and presentable for sale, and (2) most dealers do not buy cars direct from the manufacturer, they finance them, paying back the short-term loan through the sale of the cars. The longer they hold the cars, the more thay pay in interest and fees for that financing, a difference that could make or break them.
The ideal is to buy the car for the invoice price or slightly below. NEVER pay MSRP. If a dealer has a mark-up price over MSRP, laugh at it. How the uneducated car buyer can tell when they're paying too much for a car? They have good credit and the dealer is still asking for a down payment (this would be because of collateral ratio restrictions from the lender). In fact, in these days of 0% financing, I advise that people put absolutely no money down on a car, finance it for no more than 48 months (but make the payment is affordable), and then take the money that they would have use for down payment and put it in the bank (and NEVER touch it).
Now go buy the freakin' car goddamnit!
