Retiredguy makes some good points. Rebates can confuse the situation, but if you are looking at a Ford XXX with certain equipment at one dealer, then the identical vehicle at another dealer has the same MSRP. Again, this was meant to be a starting point. As far as "swaps" are concerned, I have purchased several cars this way and never had a problem. I have also arranged swaps for customers, and on the RARE occasion that something happened and we could not get the exact car the customer wanted, the choice was up to the customer. Accept the car we could get, or get his deposit refunded.
If you saw the audited financials from most dealers, you would wonder why they stay in business.
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