When dealers discount new cars the most

There's no magic day to buy a new car, but some times are better than others. Dealers have sales targets, and manufacturers pay them bonuses for hitting them. When a dealer is close to a target, one more sale can be worth more than the profit on any single car. That's when a lower price is easiest to get.

The end of the month

Most dealers work to monthly targets. In the last few days of the month, a dealer who is a few cars short may accept less to get there. If they've already hit their number, the end of the month makes much less difference.

The end of the quarter and the year

Some manufacturer bonuses are counted by the quarter, so the last days of March, June, September and December can add more pressure. December brings it all together: monthly, quarterly and yearly targets, plus year-end sales events. It's also one of the busiest times in the showroom.

When the next model year arrives

New model years usually reach dealers from late summer into the fall, sometimes earlier. Dealers then want last year's cars gone, and manufacturers often add incentives to help clear them. If the outgoing version has what you want, this can be a good time to buy. Check what changes in the new model year first, especially if it's a full redesign.

Holiday sales events

Memorial Day, the Fourth of July, Labor Day and Black Friday all come with advertised deals. Some are real manufacturer incentives, like low-rate financing or cash back on certain models. Others are mostly advertising. Compare the total you'd pay, not the headline. Our out-the-door price guide shows what goes into that total.

Slow days and slow seasons

Showrooms are quieter on weekdays and in the first months of the year, and a salesperson with time on their hands may work harder for your sale. Emailing several dealers works the same on any day, though.

What matters more than the date

• How many are in stock. A model that has sat on lots for months is easier to negotiate on than one with a waiting list, whatever the date.
• Manufacturer incentives. Cash back and special financing change from month to month and from region to region. Each brand lists its current offers on its website.
• More than one offer. Dealers sharpen their price when they know you're comparing. A written quote from a competing dealer counts for more than any date on the calendar.
• Knowing exactly what you want. Settle the trim, colors and must-haves first (our guide to choosing a new car can help), so you're ready when a good offer comes.

How we do it

When you hire us, we ask several dealers for the same car at the same time and use their written offers to push the others, whatever the time of month. Within 1–2 weeks you get a report with at least five negotiated offers, for $399 flat. We do our best on every search, but the dealers decide what they'll accept, so we can't promise a particular price.