You forgot the holdback factor. The more cars you sell, the more money you'll get from corporate. It's exactly why every single Hyundai is sold at "invoice pricing" here in Toronto. Even in the advertisements they state that their dealers get a kickback for moving a certain amount of cars. If you don't like it, don't be a car salesman. This is simply how the industry works."Volvo enthusiasts", I have to admit that this thread kind of irks me.
I have been a Master Certified Volvo Sales Professional for 9 years and have worked my butt off to ensure that my clients have the best possible OWNERSHIP experience for the entirety of that ownership. In those 9 years have, Volvo has had some excellent vehicles, but never have they had a vehicle that holds its own (and then some) compared to the competition as well as the XC90 does. I bet 75%+ of every new Volvo I've sold in the last 9 years has been sold from near invoice price less all incentives. I love my job and truly have a passion for the brand and helping my clients make the best decision for their families. I also take pride in the delivery process, which often is followed up with a 2nd, or 3rd tutorial and however many more it may take for the client to be confident and sure of all of the techy gadgets that (especially the new XC90) these cars have.
To everyone that purchased their $50k-80k vehicle at invoice, you should congratulate your salesman on his $150-$250 minimum commission... on a $50k+ vehicle that is in high demand...that (likely) required multiple test drives, visits, emails, and a 2 hour delivery...and not to mention his/her future help when you have challenges or questions.
And to the ones that call every dealership in a 700 mile radius just to undercut your local guy that will take care of you with a smile when you need help, that's not the coolest thing to do.
On MANY occasions (in threads here) I have heard a LOT of chatter from people about how their dealer experience wasn't great, or just downright poor from a sales or service standpoint...well, case and point, you get what you pay for and that includes service. The XC90 is not a cheap vehicle by any means, bit it is a tremendous value in its segment without a doubt.
I'm not here to hate or troll on anyone, but guys, come on... these cars are between $50k-$85k even at MSRP these XC90s are very fairly priced (and no, I know they won't all sell at MSRP forever) but dealers should be allowed to make a fair small profit when deserved.
Sorry to thread-jack...rant over!
Also there's no such thing as invoice pricing. There's an invoice pricing that the public knows about, and then a confidential invoice pricing that only management knows about.