REASONABLE is the key word here.This thread is about helping people figure out what a reasonable price to pay for this vehicle is. Dealers are free to give a good deal on the vehicle or not, your business model may be to not discount and spend three hours teaching customers how to use the car; other dealers may want to sell at a higher volume and lower price with less hand holding. I personally, and the others on this thread are looking at the latter, I don't need to take multiple test drives or send multiple emails etc to my dealer...my deal was made with a test drive and a 5 minute conversation. When I take delivery I do not need someone to sit with me for 2 hours and show me every feature in the car, I can figure this out by myself."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!
Obviously the dealers are making money on the cars they sell, they would not sell them at a loss. Even at invoice there are holdbacks, and volume rebates from the manufacturer that allow dealers to sell at invoice while still making significant profits.