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Nobody said the dealer is "taking a bath". But there is no reason to pay MSRP when 10%-12% under MSRP is easily attainable. (Referring to a new JL.)

I doubt anybody is operating at a loss. I work for a contractor that hasn't "made money" on a job since 1904. Lol. But they all have their multimillion dollar vacation homes. Certainly not every dealer sells at the pricing I'm talking about, but they aren't hard to find...

Lol, NOBODY is paying MSRP for a Jeep JL or Gladiator. On the JL you can get up to 8% BELOW invoice. The Gladiator is selling at 5% below invoice.