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I used the Edmunds.com TMV pricing and I have to say..
..I was able to negotiate a great deal on my 330xi. I contacted 3 dealers and got progressively better pricing and they all admitted the TMV price was pretty accurate.
Just click on the TMV and then pick your car, with options. It shows the MSRP and the invoice price of each one, so you can really get down to brass tacks. By the way, floor mats are not listed as an option.
With the economy in the tank, you are in the driver's seat (pun intended) when negotiating, but this free report will really help you. And no, I'm not a shill for Edmunds, just a consumer who found it a great help.
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