This may be the week you stop reading about the BMW M4 and buy the damn thing already. In New York and Los Angeles, about 300 dealers have signed up for “Car Week,” a temporary promotion through Edmunds.com to offer no-haggle pricing for one week and one week only. Starting today, you can walk into a Mercedes or even a Maserati dealer, pay the exact price on the window, and pretend you’ve just bought a very expensive new Saturn.
Only dealers with listings on Edmunds are involved, and all claim to offer what the car-shopping website claims to be a “true market value,” or a location-based average for what other people have paid for a similar car. Typically, that price is cheaper than the MSRP. It’s also surprising to see luxury brands, which shy from straight-up cash discounts, join the party.
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While Edmunds admits “Car Week” is a spinoff of the popular “Restaurant Week” promotions in major cities—and indeed, you might actually see a Ford Focus listed for $20,014.14—it’s obviously not a model most dealers want to adopt long-term. Only Scion dealers work the old Saturn model with their “Pure Price” guarantee, and toward the end of most years, General Motors posts a Red Tag sales event for a few weeks with WYSIWYG pricing. But that’s about it. You can research and configure a car at nearly every website on the internet, including ours, and still it comes down to the individual dealer to set the final numbers. And unless your name is LeBron or you buy used, you’ve got to physically complete the sale in person. Really, even if you have the money, it’s less stressful to eat a loaded prix-fixe meal and burn the calories in boxing class than it is to buy a car. But we’ll still work toward that M4.
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