Price discovery for directly sold cars would work as it does in any other industry, through competition. If Brand X sells a car for $PRICE while Brand Y sells a basically identical car for $PRICE * 0.75, that discrepancy won't last long.
And really, that's how it works now, it's just more difficult. "Invoice" price is a lie that the car manufacturers and dealers collaborate on to screw you. It does not reflect the actual cost to the dealer in any way. The only reason that number exists is to make you feel like you got such a good deal that you fleeced the dealer, while they laugh all the way to the bank.
And really, that's how it works now, it's just more difficult. "Invoice" price is a lie that the car manufacturers and dealers collaborate on to screw you. It does not reflect the actual cost to the dealer in any way. The only reason that number exists is to make you feel like you got such a good deal that you fleeced the dealer, while they laugh all the way to the bank.