Prius at Invoice

Received the following email from Earl Stewart Toyota in Palm Beach Florida.

2010 3rd Generation Prius Sale!

Dear Mark,

You are invited to a silent sale on the 2010 Prius at Earl Stewart Toyota. For the remainder of November 2009, all of our new, in-stock 2010 Prius will be sold at dealer invoice. And, as always at Earl Stewart Toyota, no Dealer Fees. Please note that dealer invoice is not our dead cost. We're still making a profit. Please see below for more details.

This is a legitimate sale. A legitimate sale must have a legitimate reason. We are looking to close our year strong by clearing out our new Prius inventory. This will help us earn more Prius. The number of cars of each model that Toyota allocates to a dealer is based on how fast they sell their inventory. By having this sale, we will earn more Prius going in to the New Year. We will benefit by having a larger inventory of cars that are normally sold at MSRP. This is the strategy that has made us the largest seller of Prius in the Southeast United States.

Here is a current list of our new Prius inventory with MSRP and sale price listed. Again, these prices are plus tax and tag only - no dealer fees or phony markups. These cars are physically here. We have more Prius in our incoming inventory that will also qualify for the sale. Please call us ASAP at (561) 844-3461 to check on availability. We do not expect this inventory to last long.

model ​

color


MSRP


Sale Price ​

2010 Prius II Blizzard Pearl $24393 $23204

2010 Prius II

Sandy Beach $24719 $23717 2010 Prius III w/leather Blizzard Pearl $26941 $25292 2010 Prius III Blizzard Pearl $24794 $23544 2010 Prius III w/leather & NAV Silver $28072 $26316 2010 Prius III Black $24874 $23844 2010 Prius III w/NAV Black $26604 $25311 2010 Prius III w/NAV Black $27303 $25799 2010 Prius III Black $23874 $23025 2010 Prius IV Blizzard Pearl $27494 $26325 2010 Prius IV Barcelona Red $26575 $25654 2010 Prius IV Sandy Beach $27374 $26275 2010 Prius IV w/NAV Blizzard Pearl $29675 $28339 2010 Prius V Silver $28744 $27560 2010 Prius V w/NAV Barcelona Red $31224 $29677 2010 Prius V Winter Gray $29542 $28178​

There is still profit behind “dealer invoice.†We’re still making about $500 when selling a Prius at invoice as opposed to an average of approximately $1700 at MSRP. For an even further explanation about dealer invoice vs true dealer cost. Please click on Earl's Blog and read the item entitled, "Holdback or Holdup?"

Thanks,
Earl Stewart Toyota​