I have asked you this question before yet I can never get answer. But I will ask again. What is a fair profit margin on a 40k truck? Believe what you want about profit on new vehicles. But it is a shrinking market and gets worse all the time. I think in the next 10 years the dealer body will shrink by close to 50%. In todays margins and cost of doing business its not a viable business plan. The discounts on vehicles is just that a discount. Some of it is rebates some is from the dealer. The dealerships don't make the MSRP on the vehicles the manufacturer does. The dealer doesn't keep raising the MSRP the manufacturer does. I can't remember the last time I sold a vehicle for sticker unless it was a specialty vehicle like a Raptor. We are not making that money if we aren't selling it for MSRP. Hell, I can count on 1 hand the amount of vehicles we sold last month that we didn't go into the holdback to sell it! We half to sell twice as many cars to make half as much money! Its the only business in the world that the public can go online and find out our costs. Then most don't believe it LOL. Not to mention our cost of doing business keeps going up and up! Here a clue guys when a dealership sells a vehicle for 40K they don't make 40K!