That is a dealer gimmick to attempt to boost prices, usually referred to around here as "second stickers". What they are trying to do is get you to mentally price the vehicle higher so that when they talk you into paying full MSRP, you walk out thinking you got a good deal.
Reality is that if you go in having done your homework, you can usually buy the vehicle for pretty close to invoice price, which will be a couple thousand less than the MSRP sticker, and many thousands less than the "second stickers".
Generally the only exception to this are limited production vehicles, or special circumstances where a vehicles supply is far less than the demand. For example, when the Rubicon first came out, Jeep way underestimated the demand, so for the first 6 months of production, they went for a premium price. Within 6 months though, Jeeps production had caught up to demand, and you could buy them at close to invoice, just like any other vehicle.
If you want that GC, look up the TMV on Edmunds, factoring in the options, and make an offer based on that. Be prepared to walk out, dealers rarely give you their best price on a first visit...
Reality is that if you go in having done your homework, you can usually buy the vehicle for pretty close to invoice price, which will be a couple thousand less than the MSRP sticker, and many thousands less than the "second stickers".
Generally the only exception to this are limited production vehicles, or special circumstances where a vehicles supply is far less than the demand. For example, when the Rubicon first came out, Jeep way underestimated the demand, so for the first 6 months of production, they went for a premium price. Within 6 months though, Jeeps production had caught up to demand, and you could buy them at close to invoice, just like any other vehicle.
If you want that GC, look up the TMV on Edmunds, factoring in the options, and make an offer based on that. Be prepared to walk out, dealers rarely give you their best price on a first visit...