Never fall for the 'Invoice Pricing', Friends & Family, AAA, Sams, Costco group etc.. trick. It's like anything else in life. Their inventory is on consignment. They don't pay a dime. In fact, no one makes a dime until the unit is sold. Factory to Dealer incentives dictate the fluctuating depreciated value over time. For example- today is 08/2020 a new model year 2021 brand new truck, Factory wants MAX money, lets say 70k and dealer keeps balance from their price of 90k. Same truck in 01/2021 Factory provides incentive to dealer to sell. Factory now wants 60k so dealer drops price to say 80k. 03/21 Factory wants 50k dealer sells for 70k etc..Follow me? You will read fine print, Dealer retains all factory incentives. Same for all cars. In USA best time to buy anything is last day of 3rd quarter- Last day in November around 6pm local time. Why? Because that is the end of their sales year. Have a million buying tricks if need them. #1 though is to never go inside, until you have your price outside.