The internet changes all that. Now you can gather detailed information about any kind of car, including the price dealers pay for new cars and the book value of used cars, enabling you to know how much you should pay.
Most people think that the price the dealer paid is called the invoice price.
In actuality, the dealer often pays less than the invoice price. The amount of the difference is the holdback. It's important to know this because it will make the dealer much more inclined to offer you a better deal, perhaps even at or below the invoice price. But you can use the internet for more than just research. You can also find new or used car you want online, at one of the sites we link to that pairs up buyers and sellers.