The car market has changed. It’s now retail.
Up until about 20 years ago, buying a car was, (or could be), a negotiation. It was typically a male thing; you find a car you’re interested in, and then start at the advertised price, but that was dumb.
Options, extended warranties, getting a set of new tires, you were ‘trading cars.’ Of course, you could always just pay the sticker price.
Someone came up with an idea, and I believe it originated with Honda. Being a popular brand, they promoted the ‘no haggle’ sale. “Here’s a great price and everybody gets it!” This was especially targeted towards single women buyers, who didn’t have the confidence to negotiate. “We’ve taken the stress out of car buying!”
So today, it’s retail. Here’s the price, take it or leave it. And most of today’s meek buyers are so relieved that they can just write a check.
Yep Saturn was the start of the “no haggle” thing.
edit: Of course, you could always just pay the sticker price, but that was dumb.
Don’t forget that undercoating!