that's a tough situation, I think for many years people have been conditioned to dealer is more expensive, I think that the dealers need to do a mass marketing overall to let people know that now the dealer is more competitive than its ever been based on economic times.. Now some dealers do not follow this and I think the staff at each location has a lot to do with what can and cannot be done.. if it were my dealership, I would let my customer base know that pricing is competitive by offering specials on your most frequent money makers.. overall the stigma of dealer taking advantage of the customer needs to be reversed to the general public to change the thought process.